The Interaction Effect between Online Trust and Web Site Interactivity on Highest Purchasing Price

E-commerce in China is fast growing, but online purchase conversion rate is still low. To increase consumer trust to ecommerce Web site and encourage online transaction, ecommerce platform suppliers usually apply high-usability Web site design, and therefore interactivity is frequently used. However, its effect on highest purchasing price might not be always positive. This study tested the interaction effect between online trust and Web site interactivity on highest online purchasing price. Data was collected from 384 consumers through online survey and the result shows that interactivity has positive effect on highest purchasing price only when consumers have high level online trust. Theoretical and practical implications are discussed.