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A Phenomenological Approach of E-Commerce Websites Interactivity Dimensions: A Close Look at Experts’ Challenges

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  • Adriana Emilia Robu (Percă-Robu)

    (Alexandru Ioan Cuza University of Iași)

Abstract

Existing research has showed an increased interest in interactivity dimensions when it comes to attracting and retaining online users, focusing in particular on their responses. However, studies focused on identifying the actual dimensions of interactivity considered by experts in the field are scarce. This study fills that gap by exploring through a qualitative research, the responses of 11 experts in the field of Information Technology from different companies, regarding the assessment of the interactivity dimensions from a pragmatic point of view. This phenomenological approach focuses on the experts' actual experiences with the interactivity challenges on the one hand, and users' demands and expectations, on the other hand. Moreover, this paper provides an important outcome, establishing the first important dimensions of interactivity involved nowadays in the process of engaging online users. Thus, the result of this study has two major implications (1) offers online marketers and web designers the modes of actual interactivity useful in enhancing the user experience, (2) establishes the significant dimensions of interactivity that will further be the subject of a physiological metric based experiment.

Suggested Citation

  • Adriana Emilia Robu (Percă-Robu), 2015. "A Phenomenological Approach of E-Commerce Websites Interactivity Dimensions: A Close Look at Experts’ Challenges," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(1), pages 347-358, July.
    • Handle: RePEc:aes:icmbdj:v:1:y:2015:i:1:p:347-358
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    References listed on IDEAS

    as
    1. Mazursky, David & Vinitzky, Gideon, 2005. "Modifying consumer search processes in enhanced on-line interfaces," Journal of Business Research, Elsevier, vol. 58(10), pages 1299-1309, October.
    2. Yoo, Weon-Sang & Lee, Yunjung & Park, JungKun, 2010. "The role of interactivity in e-tailing: Creating value and increasing satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 17(2), pages 89-96.
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    More about this item

    Keywords

    website interactivity; interactivity dimensions; user experience; user interface; e-commerce.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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