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The role of interactivity in e-tailing: Creating value and increasing satisfaction

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  • Yoo, Weon-Sang
  • Lee, Yunjung
  • Park, JungKun

Abstract

The purpose of this study is to examine the relationships between three dimensions of interactivity (controllability, synchronicity, and bi-directionality) and consumers’ perceived value composed of utilitarian and hedonic values on e-shopping, finally determining the level of overall satisfaction on using interactivity features in e-tailing service. A total of 451 respondents participated and the usable sample size was 427 after the screening process. The results indicate that bi-directionality is a key interactivity feature for consumers’ hedonic value creation in e-tailing service settings while synchronicity is a key for utilitarian value.

Suggested Citation

  • 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.
    • Handle: RePEc:eee:joreco:v:17:y:2010:i:2:p:89-96
    DOI: 10.1016/j.jretconser.2009.10.003
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    References listed on IDEAS

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