Four‐mode channel interactivity concept and channel preferences

Bela Florenthal · Aviv Shoham

66 citations0/0 files storedJournal of Services Marketing

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Consumer Retail Behavior Studies Digital Marketing and Social Media AI in Service Interactions

Abstract

Purpose This paper has two purposes. First, it aims to propose an alternative conceptualization for interactivity that distinguishes between four interactivity modes: human, medium, message, and product. Second, it seeks to develop a framework of channel preferences that integrates the four‐mode concept of channel interactivity. Design/methodology/approach A synthesis of interactivity literature streaming from several disciplines (social psychology, computer science, communication, object interaction, and marketing) was used to develop the four‐mode concept. A framework is proposed to illustrate how consumers' perceptions of, and preferences for, the four interactivity modes impact channel preferences. Findings The propositions developed suggest: channels are perceived as offering different modes of interactivity; preferences for interactivity modes are shaped by personal and situational characteristics; and a match/mismatch between consumers' perceptions of and preferences for the interactivity modes determine channel preferences. Research limitations/implications The approach allows an evaluation of particular interactive technologies, an assessment of multi‐channel strategies, and an examination of consumers' satisfaction with their shopping experiences. Originality/value The authors propose a broader approach than existing ones. It is not restricted to an online channel; it integrates consumers' interaction with products; and it enables a comparison of online and offline channels. In addition, most research has focused on perceptions of interactivity whereas the framework presented in the paper addresses perceptions of, and preferences for, interactivity modes that impact channel choices.

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References

1968Interaction Ritual: Essays on Face-to-Face Behavior.1969The Senses Considered as Perceptual Systems 1996Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations 1998Internet paradox: A social technology that reduces social involvement and psychological well-being?2001Hedonic and utilitarian motivations for online retail shopping behavior 2000Measuring the Customer Experience in Online Environments: A Structural Modeling Approach 2002Internet Paradox Revisited 1997Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces

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