English  |  正體中文  |  简体中文  |  Items with full text/Total items : 51491/86611 (59%)
Visitors : 8252853      Online Users : 101
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/76406


    Title: Does online interactivity matter? Exploring the role of interactivity strategies in consumer decision making
    Authors: Fang, Yu-Hui
    Contributors: 淡江大學會計學系
    Keywords: Impression management;Perceived deception;Perceived diagnosticity;Stimulus–organism–response (S–O–R) paradigm;Theory of deception;Transaction intention
    Date: 2012-09-01
    Issue Date: 2012-05-09 07:37:19 (UTC+8)
    Publisher: Kidlington: Pergamon
    Abstract: Given that the Internet does not afford an opportunity to inspect products before purchase, some customers hesitate to shop online. Online interactivity can supplement online decision-making with added product information. Based on the theories of impression management and deception, this study focuses on sellers’ online interactivity strategies (SOIS) and aims to explore the role of SOIS played in online purchase decision-making process. According to the stimulus–organism–response (S–O–R) paradigm, this study aims to understand how each component of SOIS affects transaction intention through consumer perceptions (perceived deception and perceived diagnosticity) and how this affect is moderated by product types (search goods and experience goods) in online marketplaces. Data collected from 475 respondents support most of our hypotheses. Product type positively moderates only the link between image creation and perceived deception. Implications for theory and practice are also discussed.
    Relation: Computers in Human Behavior 28(5), pp.1790–1804
    DOI: 10.1016/j.chb.2012.04.019
    Appears in Collections:[會計學系暨研究所] 期刊論文

    Files in This Item:

    File Description SizeFormat
    index.html0KbHTML141View/Open

    All items in 機構典藏 are protected by copyright, with all rights reserved.


    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - Feedback