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Website interactivity may compensate for consumers’ reduced control in E-Commerce

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  • Wu, Linwan

Abstract

Existing research has confirmed that consumers may experience reduced control over product consumption when facing new products or limited product choices. This research predicts that interactivity of a retailing website may compensate for consumers’ reduced control in E-Commerce. To test this prediction, two studies were conducted to analyze the influence of interactivity on product evaluation in situations of reduced control. Study 1 discovered that participants primed with a strong desire for control expressed more favorable attitudes toward a new product when interactivity was high versus low. In Study 2, participants with a strong desire for control evaluated a small choice set more favorably when interactivity was high versus low. Both studies also identified the positive main effect of interactivity on product attitude. The theoretical and practical implications of these findings are discussed.

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  • Wu, Linwan, 2019. "Website interactivity may compensate for consumers’ reduced control in E-Commerce," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 253-266.
    • Handle: RePEc:eee:joreco:v:49:y:2019:i:c:p:253-266
    DOI: 10.1016/j.jretconser.2019.04.003
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    Cited by:

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    2. Linwan Wu & Jiangmeng Liu, 2021. "Need for control may motivate consumers to approach digital products: a social media advertising study," Electronic Commerce Research, Springer, vol. 21(4), pages 1031-1054, December.
    3. Park, Minjung & Yoo, Jungmin, 2020. "Effects of perceived interactivity of augmented reality on consumer responses: A mental imagery perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    4. Milica Jevremović & Cătălin Gheorghiță & Vladimir Cerić & Ovidiu Blăjină & Zorica Jelić & Milena P. Ilić & Rocsana Bucea-Manea-Țoniș, 2022. "An Empirical Study on Website Interactivity Impact among a Student Group, Beneficent for Companies, and Other Users," Sustainability, MDPI, vol. 14(8), pages 1-20, April.
    5. Mengmeng Wang & Xue Fan, 2021. "An Empirical Study on How Livestreaming Can Contribute to the Sustainability of Green Agri-Food Entrepreneurial Firms," Sustainability, MDPI, vol. 13(22), pages 1-19, November.
    6. Zhang, Junhui & Balaji, M.S. & Luo, Jun & Jha, Subhash, 2022. "Effectiveness of product recommendation framing on online retail platforms," Journal of Business Research, Elsevier, vol. 153(C), pages 185-197.
    7. Shi, Xiaoxiao & Evans, Richard & Shan, Wei, 2022. "Solver engagement in online crowdsourcing communities: The roles of perceived interactivity, relationship quality and psychological ownership," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
    8. Zhang, Dianfeng & Shen, Zifan & Li, Yanlai, 2023. "Requirement analysis and service optimization of multiple category fresh products in online retailing using importance-Kano analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    9. Milica Jevremović & Nada Staletić & Gheorghe Orzan & Milena P. Ilić & Zorica Jelić & Cristina Teodora Bălăceanu & Oana Valeria Paraschiv, 2022. "Predicting User Behaviour Based on the Level of Interactivity Implemented in Blockchain Technologies in Websites and Used Devices," Sustainability, MDPI, vol. 14(4), pages 1-20, February.

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