Exploring the influences of perceived interactivity on consumers' e-shopping effectiveness

As online business continues to grow, interactivity becomes essential in E-commerce. The objective of this study is to explore the relationships of perceived interactivity in the websites, consumers' e-shopping effectiveness, and overall shopping satisfaction in a causal path framework. The results show the significant influences of controllability to product value, information usefulness and of bi-directionality to information usefulness, and perceived hedonic value. In addition, significant impacts of perceived product value, information usefulness, and hedonic value on consumers' shopping satisfaction are demonstrated. The results show that the effects of controllability in interactivity are greater than those of perceived information usefulness on e-shopping satisfaction. The findings provide meaningful insights and guidelines for e-tailers in understanding key drivers of consumers' ultimate e-shopping satisfaction. Also, the findings suggest that online marketers need to put strategic emphasis on certain features in their websites based on targeted consumers' needs, product attributes, and their marketing strategies.