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The Study on the Influence of Online Interactivity on Purchase Intention on B2C Websites: The Interference Moderating Role of Website Reputation

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Proceedings of the Thirteenth International Conference on Management Science and Engineering Management (ICMSEM 2019)

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 1002))

Abstract

As online shopping becomes increasingly popular, a growing number of  B2C websites attempt to increase consumer purchase intention through interacting with consumers. This research aims to investigate the influence of online interactivity on purchase intention on B2C websites with focus on the interference moderating role of website reputation. Data are collected through questionnaires and regression analysis is applied to examine the moderating and mediating effects. Findings reveal that online interactivity has a positive impact on trust when website reputation is high. On the contrary, online interactivity has a negative impact on trust when website reputation is low. Meanwhile, trust mediates the influence of online interactivity on purchase intention. Therefore, B2C websites should not blindly pursue interaction with consumers without regard to website reputation, because it can be counterproductive.

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Author information

Authors and Affiliations

  1. College of International Studies, Sichuan University, Chengdu, Sichuan, People’s Republic of China

    Rongjia Su

  2. Business School, Nottingham Trent University, Nottingham, UK

    Dianjie Liang

Authors
  1. Rongjia Su
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  2. Dianjie Liang
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Correspondence to Rongjia Su .

Editor information

Editors and Affiliations

  1. Business School, Sichuan University, Chengdu, China

    Jiuping Xu

  2. Department of Mathematics and Statistics, Brock University on McMaster, Hamilton, ON, Canada

    Syed Ejaz Ahmed

  3. Department of Management, Monash University, Melbourne, VIC, Australia

    Fang Lee Cooke

  4. Academy of Sciences of Moldova, Chisinau, Moldova

    Gheorghe Duca

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Su, R., Liang, D. (2020). The Study on the Influence of Online Interactivity on Purchase Intention on B2C Websites: The Interference Moderating Role of Website Reputation. In: Xu, J., Ahmed, S., Cooke, F., Duca, G. (eds) Proceedings of the Thirteenth International Conference on Management Science and Engineering Management. ICMSEM 2019. Advances in Intelligent Systems and Computing, vol 1002. Springer, Cham. https://doi.org/10.1007/978-3-030-21255-1_48

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