文档介绍：Ji Hee Song & e M. Zinkhan
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 munication scenario in which consumers send instant messages to an e-store. Two
conceptualizations of interactivity—telepresence theory and interactivity theory—predict that different antecedents
(., the number of clicks, response time, message type) are important. The results of Experiment 1 indicate that
message type (., 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 plaining 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.
Keywords: interactivity, perceived interactivity, telepresence theory, shopping, Web site design
eb sites are an important marketing tool for varying the number of available features (., presence of
enhancing customer attraction, delivering service, e-mail links, chat rooms, and search function; number of
Wfacilitating transactions, and so forth. Prior hyperlinks). However, we argue that the mere presence or
research has investigated this medium as an interactive absence of certain features matters only if these features
communication channel (Duncan and Moriarty 1998; Hoff- affect how consumers navigate and use the site (Lee et al.
man and Novak 1996), an e-shopping tool (Wolfinbarger 2004). For example, the presence of a chat room may not
and Gilly 2003), a business-to-business p