Effects of website interactivity on consumer involvement and purchase intention

Abstract

This study attempts to understand how website interactivity (level of active control and direction of communication) can impact purchase intention through consumer involvement. The product type featured on the website is a moderating factor in the effects of interactivity. In a laboratory experiment, subjects were asked to perform purchasing tasks of non-fictional books or greeting cards on websites of varying levels of interactivity. Measures were obtained for the subjects' cognitive involvement, affective involvement and purchase intention. Results indicate that websites with high level of active control lead to cognitive involvement and, in some instances, affective involvement. Websites with bi-direction of communication lead to affective involvement for functional products but not expressive products. Responses from the subjects also revealed that there is a correlation between consumer involvement and purchase intention. Finally, future directions for researchers and implications for practitioners are addressed.