Differential Impact Of Web And Mobile Interactivity On E-Retailers' Performance

This study investigates the differential impact of machine and person interactivity in both Web and mobile e-commerce channels on e-retailers’ operational and financial performance. Based on the data on 463 large e-retailers in U.S. and Canada, interesting findings that Web machine interactivity and mobile person interactivity have significantly positive impact on e-retailers’ operational performance, while Web person interactivity and mobile machine interactivity do not. E-retailers’ operational performance was found to have significantly positive impact on e-retailers’ financial performance. Overall, this study provides in-depth insights into the differential role that machine and person interactivity in Web and mobile channels play in impacting e-retailers’ performance. Implications for research and practice as well as suggestions for future research are discussed.