The Impact of Online Shopping Website Interactivity and Presence on Consumers’ Shopping Value
Date Issued
2011
Date
2011
Author(s)
Li, Ming-Hung
Abstract
With the vigorous development of the electronic commerce environment, online shopping came into our life gradually, and it has become an important way of buying goods. As the development of web technology, websites can give more detailed information about goods and sellers; however, there is still some limitation since the buyers and sellers are not in the same place. Thus, online shopping websites are using web technologies to provide more interactivity and presence in order to decrease the gap between online shopping and traditional shopping. Although the importance of interactivity and presence has both been proved, few have considered these two factors together, so we would like to develop a model to verify the relationships between interactivity, presence and consumers’ shopping value.
After reviewing the literature about interactivity, presence and shopping value, this research adopted Structural Equation Modeling to verify the model we developed. The result shows that the perceived interactivity significantly increase telepresence, social presence, utilitarian shopping value and hedonic shopping value; telepresence significantly increase social presence, utilitarian shopping value and hedonic shopping value; but social presence significantly decrease utilitarian shopping value, and has no significant relationship with hedonic shopping value. The result indicates the importance of interactivity and presence, and different relationships with shopping value. According to the research result, companies can establish or improve strategies, and provide different website functions to increase consumers’ shopping value.
Subjects
perceived interactivity
telepresence
social presence
utilitarian shopping value
hedonic shopping value
Type
thesis
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