Fostering Future Purchase Intentions through Website Interactivity: the Mediating Role of Consumer Trust
نویسندگان
چکیده
Online interactivity offers the opportunity for e-sellers of developing closer and more personalized relationships with their customer base. Despite the fact that interactivity effect on consumer perceptions has been proved, the effectiveness of interactivity to encourage future purchases remains unclear. This study attempts to explain the relation among interactivity, consumer trust, and future purchase intentions. The research clarifies how online interactivity affects future purchase intentions. Thus, instead of a direct effect on future purchase intentions, we find an indirect effect that moves through consumer trust. This finding offers interesting managerial implications for discussion: (1) it proves the influence –although indirect– of interactivity on purchase intentions, and (2) it verifies the significant role of trust in developing online behavioral intentions despite the presence of another relevant factor.
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