期刊論文
| 學年 | 101 |
|---|---|
| 學期 | 1 |
| 出版（發表）日期 | 2012-09-01 |
| 作品名稱 | Does online interactivity matter? Exploring the role of interactivity strategies in consumer decision making |
| 作品名稱（其他語言） | |
| 著者 | Fang, Yu-Hui |
| 單位 | 淡江大學會計學系 |
| 出版者 | Kidlington: Pergamon |
| 著錄名稱、卷期、頁數 | Computers in Human Behavior 28(5), pp.1790–1804 |
| 摘要 | 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. |
| 關鍵字 | Impression management; Perceived deception; Perceived diagnosticity; Stimulus–organism–response (S–O–R) paradigm; Theory of deception; Transaction intention |
| 語言 | en |
| ISSN | 0747-5632 |
| 期刊性質 | 國外 |
| 收錄於 | SSCI |
| 產學合作 | |
| 通訊作者 | Fang, Yu-Hui |
| 審稿制度 | 是 |
| 國別 | GBR |
| 公開徵稿 | |
| 出版型式 | ,紙本 |
| 相關連結 |
機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/76406 ) |