Impact of interactivity on the stickiness of online gift stores

Abstract

Store traffic is an important objective in retailing. This study shows that an increase in the level of interactivity is associated with an increase in the level of hedonic and utilitarian value, which in turn is associated with an increase in the level of stickiness. When the level of stickiness is increased, store traffic increases as well. It also shows that the relationships tend to be non-linear and that there will therefore be an upper bound on the effects of interactivity on stickiness.