互動程度對涉入跟社會臨場感的影響:以意見領袖程度為干擾變數

Abstract

網頁的互動性是重要的因子決定電子商務的成功，然而互動性的影響是繁雜的，需要視消費者的個人特性而定。本研究觀察網站互動性對消費者涉入以及社會臨場感的影響並進而影響消費者的口碑推薦、滿意程度和購買意願。而本研究使用意見領袖來當干擾變數，解釋消費者特性如何影響網頁互動性對涉入跟社會臨場感。另外本研究中的互動可分成三個子購面，包含了控制、溝通方向以及即時性，並將進一步觀察互動的三個子購面對涉入以及社會臨場感的影響是否都成立。本研究的管理意涵對電子商務銷售者以及對現行的網路互動研究有所貢獻

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.