DO CONSUMERS CONSIDER OFF-LINE CHANNELS TO BE INTERACTIVE AND SHOULD RESEARCHERS DO THE SAME? (original) (raw)
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Consumers’ Perception and Value of Off-line Channels’ Interactivity: An Exploratory Study
Journal of Business and Public Affairs, 3(1), pp. 1-13, 2009
Researchers repeatedly suggest that interactivity is a characteristic of the Internet. This paper examines whether consumers perceive off-line retailers to be as interactive or even more interactive than the on-line retailers on three dimensions: message contingency, real-time communication and control. Two studies (in-depth interviews and a survey) reveal that when comparing interactivity of web stores with physical stores and catalogues, consumers perceive physical stores and catalogues to be as interactive as web stores on two out of three interactivity dimensions. In addition, the paper shows that consumers value the interactive characteristics of off-line retailers as much as they value the interactive characteristics of on-line retailers. The implications of these findings are discussed.
ACR European Advances, 2005
This paper seeks to contribute to the existing knowledge of the importance of interactivity in an Internet shop. Based on the knowledge of the Human-computer-interaction-research (HCI research), the emotional approach to environmental psychology, the research on constructivist learning and the flow research, the influence of interactivity in Internet shops will be analyzed in terms of affective, cognitive and intentional reactions of customers. In an empirical study, four versions of 3-dimensional Internet stores that offer different degrees of interactivity will be compared. Results suggest that the interactive online shop is superior to the less interactive stores for most of the variables analyzed in this study. However, some evaluations did not differ significantly. With regard to the variable "evaluation of the product as being highquality", the interactive online shop was inferior to the filmed walkthrough of the real store.
Consumer Response to Different Types of Website Interactivity
2016
This paper aims to explore the impact of different types of interactivity on consumer perception. A quantitative research methodology using scenario-based experiment was employed. An experiment was conducted using research participants from Turkey. The findings of this study suggest that person interactivity leads to higher levels of attitude towards website, ease of use, and e-loyalty than machine interactivity. The results also reveal that person interactivity combined with high contact interactivity is the optimal strategy for e-retailers.
Journal of the Academy of Marketing Science, 2005
It is widely recognized that a better understanding of interactivity and its implications is essential for facilitating research focused on the emerging electronic marketplace. However, deficiencies persist in our understanding of this important concept. Building on research in various fields of study (e.g., information systems, marketing, and computer-mediated communication), this article presents a conceptualization of interactivity from a marketplace perspective that is missing or inadequately articulated in the literature. Specifically, interactivity is conceptualized as a characteristic of computer-mediated communication in the marketplace that increases with the bidirectionality, timeliness, mutual controllability, and responsiveness of communication as perceived by consumers and firms. The article concludes with a research agenda focusing on issues relating to measurement, conceptual refinement, and management of interactivity in the electronic marketplace.
Determinants of Perceived Web Site Interactivity
Interactivity is a key feature of Web sites. This article identifies the determinants that enhance user perceptions of interactivity in a communication scenario in which consumers send instant messages to an e-store. Two conceptualizations of interactivity-telepresence theory and interactivity theory-predict that different antecedents (e.g., the number of clicks, response time, message type) are important. The results of Experiment 1 indicate that message type (i.e., how personal a particular message is) is the strongest predictor of interactivity perceptions. Furthermore, the findings suggest that the effects of message type on perceived interactivity and Web site effectiveness are greater when consumers are complaining than when they are inquiring about services. The results of Experiment 2 show that as the level of message personalization increases, interactivity perceptions and site effectiveness are enhanced (linear relationship). The authors discuss the implications of the findings for theory and practice and provide directions for measuring and manipulating interactivity in further research.
Electronic Markets, 2005
E-commerce researchers have shown that retailers are increasingly following a click and mortar strategy, whereby online and offline channels are becoming more integrated. Despite case study evidence for the benefit of this approach, an analysis of the Web sites of nearly 1,000 U.S.-based retailers having both an online and offline presence reveals that a high degree of integration across channels is relatively uncommon. On the contrary, the study reported here demonstrates that retailers are more likely to pursue easy-to-accomplish, low intensity, informational integration when developing an online presence, exemplified by such features as a listing of store locations or hours. Few retail Web sites offer complex integration capabilities, such as the ability to search local store inventories, or to pick up and return online purchases in a local outlet. Regression analyses reveal that the retail sector and firm resources help to explain this discrepancy. With regard to sector, some product types require more physical presence (e.g. in-person inspection or interaction) than others, and a high degree of integration appears to require a level of investment and IT sophistication not always available to small retailers.
2004
"Addresses one of the fundamental issues of e-marketing: how to attract and win over the consumer in the highly competitive Internet marketplace. Analyses the factors affecting the online consumer's behavior and examines how e-marketers can influence the outcome of the virtual interaction and buying process by focusing their marketing efforts on elements shaping the customer's virtual experience, the Web experience. Identifying the Web experience components and understanding their role as inputs in the online customer's decision-making process are the first step in developing and delivering an attractive online presence likely to have the maximum impact on Internet users. Click-and-mortar firms delivering superior Web experience influence their physical clients’ perceptions and attitudes, driving additional traffic to traditional sales outlets. Provides a contribution to the theoretical debate around the factors influencing the online consumer's behavior and outlines some noticeable similarities and differences between the traditional and virtual consumers. "