The Study on the Influence of Online Interactivity on Purchase Intention on B2C Websites: The Interference Moderating Role of Website Reputation

被引：2

作者：

Su, Rongjia ^{[1
]}

Liang, Dianjie ^{[2
]}

机构：

[1] Sichuan Univ, Coll Int Studies, Chengdu, Sichuan, Peoples R China

[2] Nottingham Trent Univ, Business Sch, Nottingham, England

来源：

PROCEEDINGS OF THE THIRTEENTH INTERNATIONAL CONFERENCE ON MANAGEMENT SCIENCE AND ENGINEERING MANAGEMENT, VOL 2 | 2020年 / 1002卷

关键词：

Online interactivity; Website reputation; Trust; Purchase intention; Interference moderating effect; WEB SITE; TRUST; IMPACT; DETERMINANTS; SATISFACTION; EXPERIENCE; COMMERCE; TIME;

D O I：

10.1007/978-3-030-21255-1_48

中图分类号：

TP18 [人工智能理论];

学科分类号：

081104 ; 0812 ; 0835 ; 1405 ;

摘要：

As online shopping becomes increasingly popular, a growing number of B2C websites attempt to increase consumer purchase intention through interacting with consumers. This research aims to investigate the influence of online interactivity on purchase intention on B2C websites with focus on the interference moderating role of website reputation. Data are collected through questionnaires and regression analysis is applied to examine the moderating and mediating effects. Findings reveal that online interactivity has a positive impact on trust when website reputation is high. On the contrary, online interactivity has a negative impact on trust when website reputation is low. Meanwhile, trust mediates the influence of online interactivity on purchase intention. Therefore, B2C websites should not blindly pursue interaction with consumers without regard to website reputation, because it can be counterproductive.

引用

页码：628 / 640

页数：13

共 43 条

[1]

Chen L., 2007, STUDY WEBSITE FEATUR

[2] Determinants of customer repurchase intention in online shopping [J].

Chiu, Chao-Min ;

Chang, Chen-Chi ;

Cheng, Hsiang-Lan ;

Fang, Yu-Hui .

ONLINE INFORMATION REVIEW, 2009, 33 (04) :761-784

[3] Factors influencing online music purchase intention in Taiwan - An empirical study based on the value-intention framework [J].

Chu, Ching-Wen ;

Lu, Hsi-Peng .

INTERNET RESEARCH, 2007, 17 (02) :139-155

[4]

CNNIC, 2018, 42 REP CHIN INT DEV

[5] Retail web site interactivity How does it influence customer satisfaction and behavioral intentions? [J].

Dholakia, Ruby ;

Zhao, Miao .

INTERNATIONAL JOURNAL OF RETAIL & DISTRIBUTION MANAGEMENT, 2009, 37 (10) :821-+

[6]

Djahantighi F. S., 2010, INT B BUSINESS ADM, V7, P6

[7]

Dong Weiwei, 2012, J MANAGE, V12, P1735

[8] The impact of online real-time interactivity on patronage intention: The use of avatars [J].

Etemad-Sajadi, Reza .

COMPUTERS IN HUMAN BEHAVIOR, 2016, 61 :227-232

[9]

Fombrun C.J., 2000, The Journal of Brand Management, V7, P241, DOI DOI 10.1057/BM.2000.10

[10] Trust and TAM in online shopping: An integrated model [J].

Gefen, D ;

Karahanna, E ;

Straub, DW .

MIS QUARTERLY, 2003, 27 (01) :51-90

← 1 2 3 4 5 →