The importance of interactivity in e-commerce: the mediating role of consumer trust
El próximo 25-28 de noviembre en Túnez será presentado en el prestigioso congreso Management International Conference MIC 2009, la última investigación que hemos realizado los profesores Luis Casaló, Carlos Flavián, Daniel Belanche y un servidor, titulado “The importance of interactivity in e-commerce: the mediating role of consumer trust“.
Como siempre, os dejo el abstract del trabajo. Cualquiera interesado en el trabajo puedo enviarle personalmente un borrador del mismo, vía email.
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In the e-commerce context, it has been argued that consumers no longer have a direct physical experience with stores or interact with salespeople. In this situation, website managers should improve the interactivity with consumers in order to increase the intention to purchase in the website. Indeed, interactivity through a website may be a sign of efficient communication between consumers and the e-vendor, which may help to build consumer trust in the website. In turn, consumer trust is one of the main drivers of consumer intentions to purchase in a website. Therefore, it seems reasonably that the effect of interactivity on future purchase intentions may be, at least, partially mediated by consumer trust. To move on this topic, this work tries to explain how interactivity, consumer trust and future purchase intentions in a website are related. The data, which were collected thanks to a web survey using Spanish-speaking subjects, confirms the mediating role of consumer trust in the link between interactivity and future purchase intentions. These findings allow us to establish some interesting managerial implications that are widely discussed.