MACHINE AND PERSON INTERACTIVITY: THE DRIVING FORCES BEHIND INFLUENCES ON CONSUMERS' WILLINGNESS TO PURCHASE ONLINE
Opus: Research & Creativity (Indiana University – Purdue University Fort Wayne)Published 1 November 2010
Nichaya Suntornpithug, Joseph N Khamalah
Citations53
Generate an AI Snapshot to get a quick, structured summary of this paper.
Study Snapshot
ObjectiveStudy objective
MethodsResearch methodology
PopulationPopulation studied
Sample sizeSample sizes
OutcomesStudy outcomes here
ResultsStudy results comes here
LimitationsResearch study limitations comes here
A concise AI-generated summary of the paper will appear here once you click Generate AI Snapshot.
TL;DR
A model using two dimensions of interactivity (machine and person) to predict consumers' intentions to purchase online revealed that machine interactivity is positively associated with online purchase intentions through its influence on physical telepresence, attitudes, perceived behavioral control and trust.
Abstract
This paper proposes and tests a model using two dimensions of interactivity (machine and person) to predict consumers' intentions to purchase online. Analysis of the results of an online survey of 1,744 respondents revealed that machine interactivity is positively associated with online purchase intentions through its influence on physical telepresence, attitudes, perceived behavioral control and trust. Person interactivity is positively associated with online purchase intentions through its influence on social telepresence, subjective norms, perceived behavioral control and trust. This paper also compares the relative influence of machine interactivity and person interactivity on intention to purchase online. Implications of the results are discussed to provide guidance for future research and business recommendations to marketers.
Keywords
Social SciencesDecision SciencesBusiness, Management and Accounting
Journal of Marketing ResearchEvaluating Structural Equation Models with Unobservable Variables and Measurement Error
60,778 Citations1981Claes Fornell, David F. Larcker
Contemporary Sociology A Journal of ReviewsStructural Equations with Latent Variables.
17,606 Citations1991Clifford C. Clogg, Kenneth A. Bollen
Journal of MarketingThe Commitment-Trust Theory of Relationship Marketing
17,386 Citations1994Robert M. Morgan, Shelby D. Hunt
Journal of the Academy of Marketing ScienceOn the Evaluation of Structural Equation Models
15,750 Citations1988Richard P. Bagozzi, Youjae Yi
The Virtual Community: Homesteading on the Electronic Frontier
5,726 Citations1994Howard Rheingold
Sociological Methods & ResearchPractical Issues in Structural Modeling
5,666 Citations1987Peter M. Bentler, Chih-Ping Chou
Journal of CommunicationDefining Virtual Reality: Dimensions Determining Telepresence
5,338 Citations1992Jonathan Steuer
This paper attempts to cast a new, variable-based definition of virtual reality that can be used to classify virtual reality in relation to other media, based on concepts of "presence" and "telepresence".
Journal of MarketingMarketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations
4,728 Citations1996Donna L. Hoffman, Thomas P. Novak
Communication ResearchComputer-Mediated Communication
4,704 Citations1996Joseph B. Walther
Recognizing that impersonal communication is sometimes advantageous, strategies for the intentional depersonalization of media use are inferred and a new perspective on “hyperpersonal” communication is introduced.
Journal of Marketing ResearchEffects of Price, Brand, and Store Information on Buyers' Product Evaluations
4,683 Citations1991William B. Dodds, Kent B. Monroe +1 more
Journal of MarketingThe Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships
4,070 Citations1999Ellen Garbarino, Mark S. Johnson
MIS QuarterlyInformation Technology Adoption Across Time: A Cross-Sectional Comparison of Pre-Adoption and Post-Adoption Beliefs1
3,664 Citations1999Elena Karahanna, Detmar W. Straub +1 more
The examination of Windows technology in a single organization indicates that users and potential adopters of information technology differ on their determinants of behavioral intention, attitude, and subjective norm.
Journal of Computer-Mediated CommunicationAt the Heart of It All: The Concept of Presence
3,645 Citations2006Matthew Lombard, Theresa Bolmarcich Ditton
A number of emerging technologies including virtual reality, simulation rides, video conferencing, home theater, and high definition television are designed to provide media users with an illusion that a mediated experience is not mediated, a perception defined here as presence.
Journal of Conflict ResolutionCompliance, identification, and internalization three processes of attitude change
3,622 Citations1958Herbert C. Kelman
Marketing ScienceMeasuring the Customer Experience in Online Environments: A Structural Modeling Approach
3,142 Citations2000Thomas P. Novak, Donna L. Hoffman +1 more
A structural model based on the previous conceptual model of flow that embodies the components of what makes for a compelling online experience is developed and provides marketing scientists with operational definitions of key model constructs and establishes reliability and validity in a comprehensive measurement framework.
Information Technology and ManagementConsumer trust in an Internet store
2,538 Citations2000Sirkka L. Järvenpää, Noam Tractinsky +1 more
In this study, consumers recognized differences in size and reputation among Internet stores, and those differences influenced their assessments of store trustworthiness and their perception of risk, as well as their willingness to patronize the store.
MIS QuarterlyInformation Privacy: Measuring Individuals’ Concerns About Organizational Practices1
2,238 Citations1996H. Jeff Smith, Sandra Milberg +1 more
An instrument that identifies and measures the primary dimensions of individuals' concers about organizational information privacy practices, and was rigorously tested and validated across several heterogenous populations, providing a high degree of confidence in the scales' validity, reliability, and generalizability.
Communications of the ACMBuilding consumer trust online
2,136 Citations1999Donna L. Hoffman, Thomas P. Novak +1 more
Research reveals that the reason more people have yet to shop online or even provide information to Web providers in exchange for access to information, is the fundamental lack of faith between most businesses and consumers on the Web today.
Journal of MarketingInteractive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces
2,095 Citations1997Joseph W. Alba, John Lynch +5 more
PsychometrikaThe Effect of Sampling Error on Convergence, Improper Solutions, and Goodness-of-Fit Indices for Maximum Likelihood Confirmatory Factor Analysis
1,821 Citations1984James C. Anderson, David W. Gerbing
SociometryEye-Contact, Distance and Affiliation
1,756 Citations1965Michael Argyle, Janet B. Dean
It is postulated that eye-contact is linked to affiliative motivation, and that approach and avoidance forces produce an equilibrium level of physical proximity, eyecontact and other aspects of intimacy.
Journal of the Association for Information SystemsFactors Influencing the Adoption of Internet Banking
1,693 Citations2000Margaret Tan, Thompson S.H. Teo
International Journal of Electronic CommerceConsumer Reactions to Electronic Shopping on the World Wide Web
1,606 Citations1996Sirrka L. Jarvenpaa, Peter Todd
Overall, the results suggest that World Wide Web merchants need to think more about how they perform on the factors known to affect consumer behavior; namely, product perceptions, shopping experience, and customer service.
Journal of Personality and Social PsychologyCompliance without pressure: The foot-in-the-door technique.
1,582 Citations1966Jonathan L. Freedman, Scott C. Fraser
Significant evidence is produced that greater external pressure generally leads to greater compliance with the wishes of the experimenter, and the one exception appears to be situations involving the arousal of cognitive dissonance.
PRESENCE Virtual and Augmented Reality<i>Being</i> There: The Subjective Experience of Presence
1,287 Citations1992Carrie Heeter
This paper offers a subjective explanation of presence in which the yardstick to measure presence is applied not to assessing how closely a virtual world mimics real world sensations, but instead to analyzing the kinds of evidence a virtual experience provides to participants that help convince them they are there.
Journal of Advertising ResearchAdvertising Value and Advertising on the Web
1,276 Citations1996Robert H. Ducoffe
Academy of Management JournalCHANNEL EXPANSION THEORY AND THE EXPERIENTIAL NATURE OF MEDIA RICHNESS PERCEPTIONS.
1,207 Citations1999John R. Carlson, Robert W. Zmud
Journal of Consumer AffairsConsumer Perceptions of Privacy and Security Risks for Online Shopping
1,178 Citations2001Anthony D. Miyazaki, Ana María Fernández
This paper explores risk perceptions among consumers of varying levels of Internet experience and how these perceptions relate to online shopping activity, and investigates the relationships among Internet experience levels, risk perceptions, and online purchasing rates.
Journal of AdvertisingThe Effects of Progressive Levels of Interactivity and Vividness in Web Marketing Sites
1,157 Citations2001James R. Coyle, Esther Thorson
Increases in interactivity and vividness were associated with increased feelings of telepresence and more positive and more enduring attitudes toward the web site, and Implications for new media researchers and practitioners are discussed.
Journal of AdvertisingWhat is Interactivity and is it Always Such a Good Thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness
1,088 Citations2002Yuping Liu, L. J. Shrum
Journal of AdvertisingMeasures of Perceived Interactivity: An Exploration of the Role of Direction of Communication, User Control, and Time in Shaping Perceptions of Interactivity
1,042 Citations2002Sally J. McMillan, Jangsun Hwang
A multistage method is used to identify and refine measures of perceived interactivity (MPI), and three overlapping constructs that are central to interactivity are explored: direction of communication, user control, and time.
Academy of Management ReviewINSTITUTIONAL AND COMPETITIVE BANDWAGONS: USING MATHEMATICAL MODELING AS A TOOL TO EXPLORE INNOVATION DIFFUSION
941 Citations1993Eric Abrahamson, Lori Rosenkopf
Journal of Advertising ResearchA Multivariate Analysis of Web Usage
914 Citations1999Pradeep K. Korgaonkar, Lori D. Wolin
Journal of AdvertisingImpact of 3-D Advertising on Product Knowledge, Brand Attitude, and Purchase Intention: The Mediating Role of Presence
751 Citations2002Hairong Li, Terry Daugherty +1 more
Two studies designed to explore the concepts of virtual experience and presence are presented, with the results largely supporting the proposition that 3-D advertising is capable of enhancing presence and, to varying degrees, ultimately influencing the product knowledge, brand attitude, and purchase intention of consumers.
Journal of Consumer ResearchControlling the Information Flow: Effects on Consumers' Decision Making and Preferences
718 Citations2000Dan Ariely
The results show that controlling the information flow can help consumers better match their preferences, have better memory and knowledge about the domain they are examining, and be more confident in their judgments, but it is also shown that controlled information flow creates demands on processing resources and therefore under some circumstances can have detrimental effects on consumers' ability to utilize information.
Journal of MarketingCan A Retail Web Site be Social?
660 Citations2007Liz C. Wang, Julie Baker +2 more
Journal of MarketingDeterminants of Perceived Web Site Interactivity
653 Citations2008Ji Hee Song, George M. Zinkhan
The results of Experiment 1 indicate that message type (i.e., how personal a particular message is) is the strongest predictor of interactivity perceptions and that as the level of message personalization increases, interactivity perception and site effectiveness are enhanced (linear relationship).
Journal of Advertising ResearchDeveloping a scale to measure the interactivity of websites
630 Citations2003Yuping Liu
The development and validation of a scale measuring the interactivity of websites showed a high level of validity and reliability and yielded consistent ratings among both experienced and inexperienced internet users.
Organization ScienceTask Analyzability, Use of New Media, and Effectiveness: A Multi-Site Exploration of Media Richness
629 Citations1992Ronald E. Rice
Journal of MarketingWhen Should a Retailer Create an Exciting Store Environment?
511 Citations2005Velitchka D. Kaltcheva, Barton A. Weitz
Journal of the Academy of Marketing ScienceThe Role of Interpersonal Liking in Building Trust in Long-Term Channel Relationships
498 Citations2001Carolyn Y. Nicholson, Larry D. Compeau +1 more
International Journal of Electronic CommerceConsumer Behavior in Web-Based Commerce: An Empirical Study
482 Citations2001Marios Koufaris, Ajit Kambil +1 more
The study finds that perceived control and shopping enjoyment can increase the intention of new Web customers to return, but seemingly do not influence repeat customers toReturn, and that a Web store that utilizes valueadded search mechanisms and presents a positively challenging experience can increase customers' shopping enjoyment.
Human Communication ResearchAnticipated Ongoing Interaction Versus Channel Effects on Relational Communication in Computer-Mediated Interaction
453 Citations1994Joseph B. Walther
Results show that the assignment of long-term versus short-term partnerships has a larger impact on anticipated future interaction reported by computer-mediated, rather than face-to-face, partners, and evidence shows that anticipation is a more potent predictor of several relational communication dimensions than is communication condition.
Journal of Social and Personal Relationships`Making Moosic': The Development of Personal Relationships on Line and a Comparison to their Off-Line Counterparts
397 Citations1998Malcolm R. Parks, Lynne D. Roberts
It was concluded that MOOs provide an inherently social and powerful context for the formation of personal relationships, many of which will transfer to other settings.
European Journal of MarketingPredicting online purchase intentions for clothing products
383 Citations2004Eun Young Kim, Youn‐Kyung Kim
Information Management & Computer SecurityPrivacy and security concerns as major barriers for e‐commerce: a survey study
378 Citations2001Godwin J. Udo
Investigation of the privacy and security concerns of IT users in order to establish a consensus among them shows that the following major concerns exist: privacy, security and threats, impersonation and forged identity, children protection, e‐mail safety, and censorship.
Journal of Advertising ResearchThe Global Internet Shopper: Evidence from Shopping Tasks in Twelve Countries
346 Citations2001Patrick D. Lynch, Robert J. Kent +1 more
Journal of Consumer ResearchCommunication Effects of Advertising Versus Direct Experience When Both Search and Experience Attributes are Present
339 Citations1995Alice Wright, John Lynch
Journal of Marketing ResearchAttribute-Task Compatibility as a Determinant of Consumer Preference Reversals
335 Citations1997Stephen M. Nowlis, Itamar Simonson
Communication EducationInstructional communication in the televised classroom: The effects of system design and teacher immediacy on student learning and satisfaction
320 Citations1990Michael Z. Hackman, Kim B. Walker
Investigation of the effects of conveyance system design and social presence, in the form of teacher immediacy behavior, on perceived student learning and satisfaction in the televised classroom suggests system variables such as interactivity and clear audio and video transmission positively influenced perceivedlearning and satisfaction.
PubMedHow to acquire customers on the Web.
305 Citations2001Donna L. Hoffman, Tom Novak
CDnow, which has developed a multifaceted customer-acquisition strategy that reflects a clear understanding of the economics of an on-line business, demonstrates that there is a way to find out which half really works.
Industrial Management & Data SystemsTowards understanding members' interactivity, trust, and flow in online travel community
299 Citations2005Jyh‐Jeng Wu, Yongsheng Chang
The empirical findings showed that, as far as the online travel communities members are concerned, both interactivity and trust do affect each other, and interactivity is the key factor for the members to have flow experience inOnline travel communities.
The New Media: Communication, Research, and Technology
260 Citations1984Ronald E. Rice
Journal of Interactive AdvertisingInteractive Advertising and Presence
252 Citations2001Matthew Lombard, Jennifer Snyder-Duch
Some of the ways advertising is evolving to incorporate interactive media and how work on presence can guide that evolution are considered.
Journal of Management Information SystemsTesting the Interactivity Model: Communication Processes, Partner Assessments, and the Quality of Collaborative Work
249 Citations1999Judee K. Burgoon, Joseph A. Bonito +4 more
Results show that interfaces that promote higher mutuality and involvement lead to more favorable perceptions of partners' credibility and attraction, and those perceptions are systematically related to higher-quality decisions and more influence.
Journal of Counseling & DevelopmentUnderstanding Social Connectedness in College Women and Men
239 Citations2000Richard M. Lee, Steven B. Robbins
MIS QuarterlyThe Adoption and Use of GSS in Project Teams: Toward More Participative Processes and Outcomes1
230 Citations2003Dennis, Garfield
There were significant differences in overall project outcomes: traditional teams developed conservative projects that met the unstated project agenda perceived by the team leaders, while GSS teams developed projects more closely aligned to the interests of team members.
Journal of AdvertisingA Revised Communication Model for Advertising: Multiple Dimensions of the Source, the Message, and the Recipient
224 Citations1994Barbara B. Stern
Journal of RetailingSatisfaction with Online Commercial Group Chat: The Influence of Perceived Technology Attributes, Chat Group Characteristics, and Advisor Communication Style
223 Citations2007Willemijn van Dolen, Pratibha A. Dabholkar +1 more
This study illustrates that structuration theory provides a sound foundation for theoretical development and empirical investigation of online group chat and shows that retailers need to carefully manage the intricate interplay between technology, chat groups, and online advisors to foster a satisfying experience for customers.
Canada Human-Computer Communications SocietyTelepresence: Integrating shared task and person spaces
215 Citations1992William Buxton
The focus of this presentation is the area where these two spaces meet and are integrated into what could be characterized as video-enhanced computer conferencing or computerenhanced video conferences, and investigates the design space and some of the issues affecting it.
Personnel PsychologyPREDICTORS OF JOB SEARCH BEHAVIOR AMONG EMPLOYED AND UNEMPLOYED PEOPLE
181 Citations2004Edwin A. J. van Hooft, Marise Ph. Born +3 more
AIS Electronic Library (AISeL) (Association for Information Systems)EC-Trust (Trust in Electronic Commerce): Exploring the Antecedent Factors
167 Citations1999Raymond Keng Leong Fung, Matthew Lee
The concept of trust is examined and a trust development life-cycle for EC adoption is proposed and a number of antecedent factors toward initial trust formation are suggested, which include information quality, web interface design and company reputation.
Decision SciencesTesting the Interaction Effects of Task Complexity in Computer Training Using the Social Cognitive Model
157 Citations2001Melesa Altizer Bolt, Larry N. Killough +1 more
The results show that behavior modeling outperforms lecture-based training in a measure of final performance when task complexity is high, and it is found that computer self-efficacy has a greater positive effect on performance whentask simplicity is high than whentask complexity is low.
Advances in global information management (AGIM) book seriesTrust in Internet Shopping
143 Citations2002Christy M.K. Cheung, Matthew Lee
Personnel PsychologyTELECOMMUTING TECHNOLOGY IMPLEMENTATIONS: A WITHIN‐ AND BETWEEN‐SUBJECTS LONGITUDINAL FIELD STUDY
114 Citations2002Viswanath Venkatesh, Philip R. Johnson
Strong support emerged for the hypotheses that higher social richness and higher telepresence leads to higher telecommuter motivation and higher sustained use of the system.
Journal of Personal Selling and Sales ManagementThe Customer-Salesperson Dyad: An Interaction/Communication Model and Review
108 Citations1990Kaylene C. Williams, Rosann L. Spiro +1 more
WorkVirtual reality applications to work
106 Citations1998Patrice L. Weiss, Adam S. Jessel
An overview to the concepts of VR focusing on its applications in a variety of work settings is presented and the work-related applications that appear to be most promising are those that employ virtual reality for visualization and representation, distance communication and education, hands-on training, and orientation and navigation.
Information & ManagementPredicting customer behavior in the market-space: a study of Rayport and Sviokla’s framework
97 Citations2002Hsi‐Peng Lu, Judy Chuan‐Chuan Lin
A model examines the significance of content, context, and infrastructure in determining customer loyalty and indicates that customer attitude is influenced by belief about brand equity (value), which is affected by the content, Context, and Infrastructure.
Human Communication ResearchRelational Control and Interactive Media Choice in Technology-Mediated Communication Situations
55 Citations1996Joseph M. Kayany, C. Edward Wotring +1 more
A content analysis of the responses supported the main argument of the study that in situations of relational competitiveness relational control would be a significant factor affecting media choice.
Qualitative Market Research An International JournalEmerging trends in the use of the Internet – lessons from the football sector
45 Citations2000John Beech, Simon Chadwick +1 more
International Journal of E-Business ResearchThe Human Face of E-Business
41 Citations2008Khalid Al-Diri, Dave Hobbs +1 more
Initial trust was found to be enhanced for Web sites employing photographs and video clips compared to control Web sites lacking such images; also the effect of culture was stronger in the Saudi Arabian setting when using Saudi photos rather than Western photos.
Communications of the ACMMarketing and the Internet
38 Citations1998Hengyi Rao, A. F. Salam +1 more
The Internet has the potential of providing a possible means for Marshall McLuhan's vision of a global village by removing some of the physical constraints of doing business.
Human Systems ManagementIncorporating social dimensions in Web-store design
38 Citations2001Noam Tractinsky, V. Srinivasan Rao
The approach is demonstrated by furnishing theoretical arguments for the need to pay attention to the following social dimensions in Web-based stores: politeness, flattery, self-evaluated and other-evaluation, expertise and aesthetics.
Consumer Control in Online Environments
36 Citations2000Donna L. Hoffman, Thomas P. Novak +1 more
AV communication reviewComparison of attitude changes elicited by live and videotape classroom presentations
21 Citations1969Roger G. Croft, David V. Stimpson +3 more
International Journal of Electronic BusinessRevisiting the concept of person interactivity through social psychology and social telepresence theory
11 Citations2010Nichaya Suntornpithug, Zelimir W Todorovic +1 more
The results show that person interactivity and social telepresence were two distinctive constructs and indicates that person interactionivity involves not only a two-way interaction between buyer and seller, but also an interaction between seller and buyer via online communication.
Journal of International Consumer MarketingInteractivity on Japanese versus American Corporate Websites
8 Citations2005Chang-Hoan Cho, Hongsik John Cheon
…