Title :
Perceived Interactivity in Online Retail Services: Approach from the Features
Author :
Park, Mijung ; Park, Jungkun
Author_Institution :
Purdue University, 812 W. State Street, West Lafayette, IN 47907 USA
Abstract :
As online business continues to grow, interactivity becomes essential in E-commerce service area. The objective of this study is to examine the relative positioning of website features based on their level of interactivity in the context of e-commerce. The findings suggest that online marketers need to put strategic emphasis on certain website features in their websites based on targeted consumers´ needs, product attributes, and their marketing strategies.
Keywords :
Bidirectional control; Communication system control; Controllability; Cybernetics; Electronic commerce; Feedback; Feeds; Humans; Internet; Web pages; E-commerce; Interactivity; MDS; Website features;
Conference_Titel :
Service Operations and Logistics, and Informatics, 2007. SOLI 2007. IEEE International Conference on
Conference_Location :
Philadelphia, PA, USA
Print_ISBN :
978-1-4244-1118-4
Electronic_ISBN :
978-1-4244-1118-4
DOI :
10.1109/SOLI.2007.4383886
