Effects of perceived interactivity on commercial web sites ’ experiential value

Abstract

Copyright © 2015 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. ABSTRACT: Little is known about perceived interactivity's effects on commercial web sites ’ experiential value. The present investigation considers this ambiguous relationship. S-O-R model and flow theory illuminate many facets of it. A quantitative research within 385 subjects consolidate the theoretical dissertation. Results demonstrate that perceived interactivity composed of reciprocity; receptivity, perceived speed and non verbal information play a considerable role in predicting cognitive and affective web user’s responses. Accordingly, some managerial implications are proposed. Companies have to improve the interactive qualities of their commercial web sites in order to favor utilitarian and hedonic gratifications. Ensuring more control, convenience, less effort and a high level of efficiency seems to be a priority. They should also put consumers at the heart of managerial decisions to build effective e-marketing strategy and achieve profitability goals.

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