Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Business
The Role Of Interactivity In Interent Business On Customer Experiential Values And Behavioral Intentions, So Ra Park
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 …