| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 97 === The major characteristic difference between the Internet and the traditional media is “interactive”. This study investigates whether interactive functions can strengthen the relationships between information quality and behavioral intention. The research findings may provide important information for managers who are seeking for the increase of website traffics and attracting the advertising expenditures of companies.
The research setting in this study is Buy家女享樂主義 (www.happism.com), that provides feminine consumers with make-up, skincare, shopping and the traveling/living information on-line. Using statistical methods examined the direct relationships between information quality and behavioral intention and the moderating effect of interactive functions.
The analytical results show:
1.The information quality has the significant influence on the behavioral intention.
2.As for the relationship of information quality with goal-directed behavior, interactive functions do not have the significant moderating effect.
3.As for the relationship of information quality with evasive behavior, interactive functions do have the significant moderating effect.
4.As for the relationship of information quality with exploratory behavior, interactive functions do have the significant moderating effect.
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