TY - JOUR
T1 - Lights, Camera, Music, Interaction! Interactive Persuasion in E-commerce
AU - Xu, Qian
AU - Sundar, S. Shyam
N1 - Funding Information:
The author(s) disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: This research is supported by the U.S. National Science Foundation (NSF) via Standard Grant No. IIS-0916944 and by the Korea Science and Engineering Foundation under the WCU (World Class University) program funded through the Ministry of Education, Science and Technology, S. Korea (Grant No. R31-2008-000-10062-0).
PY - 2014/3
Y1 - 2014/3
N2 - Heightened interactivity and excitement characterize much of our online browsing, especially when it involves shopping on e-commerce websites. Interactivity is said to affect users' engagement with the website by expanding their perceptual bandwidth (Sundar, 2007), much like the effect of optimal physiological arousal on cognitive functioning (Kahneman, 1973). We examine the direct and combinatory effects of interactivity and arousal on consumers' engagement, attitudes, and behavioral intentions in an e-commerce website through a 3 (interactivity: low, medium, high) × 3 (arousal: control, low, high) between-participants experiment (N = 186). Higher levels of interactivity were found to generate more favorable attitudes and behavioral intentions toward both the website and the product. Interactivity and arousal differed in their effects on various aspects of website engagement. The study also identified several mediators explicating the theoretical mechanism underlying the influence of interactivity on purchase likelihood.
AB - Heightened interactivity and excitement characterize much of our online browsing, especially when it involves shopping on e-commerce websites. Interactivity is said to affect users' engagement with the website by expanding their perceptual bandwidth (Sundar, 2007), much like the effect of optimal physiological arousal on cognitive functioning (Kahneman, 1973). We examine the direct and combinatory effects of interactivity and arousal on consumers' engagement, attitudes, and behavioral intentions in an e-commerce website through a 3 (interactivity: low, medium, high) × 3 (arousal: control, low, high) between-participants experiment (N = 186). Higher levels of interactivity were found to generate more favorable attitudes and behavioral intentions toward both the website and the product. Interactivity and arousal differed in their effects on various aspects of website engagement. The study also identified several mediators explicating the theoretical mechanism underlying the influence of interactivity on purchase likelihood.
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U2 - 10.1177/0093650212439062
DO - 10.1177/0093650212439062
M3 - Article
AN - SCOPUS:84893473098
SN - 0093-6502
VL - 41
SP - 282
EP - 308
JO - Communication Research
JF - Communication Research
IS - 2
ER -