Business Commons^™

The Role Of Interactivity In Interent Business On Customer Experiential Values And Behavioral Intentions, So Ra Park

College of Business: Dissertations, Theses, and Student Research

Customers’ experiential value is based on holistic experience customers would have when they interact with a product/service. Experiential value is defined as “relativistic preference characterizing a subject’s experience with some object” (Holbrook, 1994). Internet is characterized for interactivity and it should have a role in customers’ experiential value. Therefore, this research investigates the role of interactivity (e-store interaction, C2C interaction, and content interaction) and web store utility on intrinsic and extrinsic customer experiential value. The final dependent variable is behavioral intentions. To test the research model, a survey was designed to capture online consumers’ perception of interactivity within e-stores, experiential …