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Effects of Website Interactivity on Online Retail Shopping Behavior

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Value Creation in E-Business Management (AMCIS 2009)

Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 36))

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Abstract

Motivations to engage in retail online shopping can include both utilitarian and hedonic shopping dimensions. To cater to these consumers, online retailers can create a cognitively and esthetically rich shopping environment, through sophisticated levels of interactive web utilities and features, offering not only utilitarian benefits and attributes but also providing hedonic benefits of enjoyment. Since the effect of interactive websites has proven to stimulate online consumer’s perceptions, this study presumes that websites with multimedia rich interactive utilities and features can influence online consumers’ shopping motivations and entice them to modify or even transform their original shopping predispositions by providing them with attractive and enhanced interactive features and controls, thus generating a positive attitude towards products and services offered by the retailer. This study seeks to explore the effects of Web interactivity on online consumer behavior through an attitudinal model of technology acceptance.

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Author information

Authors and Affiliations

  1. Melbourne Business School, University of Melbourne, Australia

    Hafizul Islam

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  1. Hafizul Islam
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Editor information

Editors and Affiliations

  1. College of Business, Illinois State University, IL 61790, Normal, USA

    Matthew L. Nelson

  2. College of Business, University of Illinois, IL, 61820, Champaign, USA

    Michael J. Shaw

  3. College of Business and Public Administration, Drake University, IA 50311, Des Moines, USA

    Troy J. Strader

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© 2009 Springer-Verlag Berlin Heidelberg

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Islam, H. (2009). Effects of Website Interactivity on Online Retail Shopping Behavior. In: Nelson, M.L., Shaw, M.J., Strader, T.J. (eds) Value Creation in E-Business Management. AMCIS 2009. Lecture Notes in Business Information Processing, vol 36. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-03132-8_11

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  • DOI: https://doi.org/10.1007/978-3-642-03132-8_11

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-642-03131-1

  • Online ISBN: 978-3-642-03132-8

  • eBook Packages: Computer ScienceComputer Science (R0)

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