Interactivity as the Driving Force behind E-Commerce

Abstract

This research examines the role of interactivity in electronic commerce. Three dimensions of interactivity are identified (machine, content, and person) as necessary for a successful online sale. These dimensions are investigated in relation to desirable outcomes: focused attention, telepresence, perceived control, trust, consumers’ positive affect, and intended purchase. The relationships between interactivity and all desirable outcomes are empirically tested using survey data from online consumers.