How does it influence customer satisfaction and behavioral intentions?
Purpose – Since web sites are collection of several features, this paper examines web site interactivity – objective and subjective – at the feature level in terms of three underlying dimensions. The purpose of this paper is to understand the distinction between objective and subjective interactivity and to investigate their effects on customer satisfaction, behavioral intention, and telepresence. Design/methodology/approach – An experimental approach is used to study online shopping behavior from two retail web sites created to represent high and low interactivity. Student subjects, recruited from US universities, are given a task to purchase a product/gift certificate within a given budget. Analysis of variance and Lisrel are used to analyze the effects of interactivity. Findings – Empirical results support objective and subjective interactivity as distinct constructs and while both positively impact online shoppers’ satisfaction and behavioral intentions, only subjective interactivi
