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| Author: | Jahng, J. Jain, H. Ramamurthy, K. |
| Title: | Effects of interaction richness on consumer attitudes and behavioral intentions in e-commerce: some experimental results |
| Journal: | European journal of information systems
2007 : JUN, VOL. 16:3, 254-269 |
| Index terms: | attitudes electronic commerce interaction |
| Language: | eng |
| Abstract: | This article examines the effect of consumers' interaction richness with products and sales representatives on attitude changes towards business-to-consumer electronic commerce. Two types of products and various levels of interaction richness were used in a controlled lab experiment. The findings of the analysis indicate that the impact of interaction richness on consumers' attitudes towards business-to-consumer electronic commerce is positive. The results also suggest a stronger impact when purchasing a high-complexity product than when purchasing a product of lower complexity. |
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