The role of interactivity in e-tailing: Creating value and increasing satisfaction |
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| Authors: | Weon-Sang Yoo Yunjung Lee JungKun Park |
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| Institution: | 1. Department of Hospitality and Service Management, School of Business, Sun Yat-sen University, Guangzhou, China;2. Hospitality Leadership, Missouri State University, Springfield, MO, USA;3. Rosen College of Hospitality Management, University of Central Florida, Florida, FL, USA;4. Marketing Department, Sultan Qaboos University, Muscat, Oman |
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| Abstract: | The purpose of this study is to examine the relationships between three dimensions of interactivity (controllability, synchronicity, and bi-directionality) and consumers’ perceived value composed of utilitarian and hedonic values on e-shopping, finally determining the level of overall satisfaction on using interactivity features in e-tailing service. A total of 451 respondents participated and the usable sample size was 427 after the screening process. The results indicate that bi-directionality is a key interactivity feature for consumers’ hedonic value creation in e-tailing service settings while synchronicity is a key for utilitarian value. |
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