| Summary: | 碩士 === 國立臺灣大學 === 資訊管理學研究所 === 99 === Website interactivity is widely regarded as an essential factor in deciding e-commerce success. However, research on the impact of interactivity has been mixed, and has been shown to depend on specific characteristics of the consumer. This study investigates the impact website interactivity has on user involvement, social presence, word-of-mouth, user satisfaction and purchase intention. Opinion leadership is adopted in this study to form a model that explains how the consumer characteristic moderates the relationships between interactivity, user involvement and social presence. Further, interactivity is decomposed into three sub-dimensions of control, direction of communication and synchronicity to investigate whether the proposed relationships hold true for the multi-faceted nature of interactivity. Our findings have major implications for e-commerce retailers and for the on-going research on the impact of website interactivity.
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