A Phenomenological Approach of E-Commerce Websites Interactivity Dimensions: A Close Look at Experts’ Challenges

Adriana Emilia Robu (Percă-Robu) ()
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Adriana Emilia Robu (Percă-Robu): Alexandru Ioan Cuza University of Iași

International Conference on Marketing and Business Development Journal, 2015, vol. 1, issue 1, 347-358

Abstract: Existing research has showed an increased interest in interactivity dimensions when it comes to attracting and retaining online users, focusing in particular on their responses. However, studies focused on identifying the actual dimensions of interactivity considered by experts in the field are scarce. This study fills that gap by exploring through a qualitative research, the responses of 11 experts in the field of Information Technology from different companies, regarding the assessment of the interactivity dimensions from a pragmatic point of view. This phenomenological approach focuses on the experts' actual experiences with the interactivity challenges on the one hand, and users' demands and expectations, on the other hand. Moreover, this paper provides an important outcome, establishing the first important dimensions of interactivity involved nowadays in the process of engaging online users. Thus, the result of this study has two major implications (1) offers online marketers and web designers the modes of actual interactivity useful in enhancing the user experience, (2) establishes the significant dimensions of interactivity that will further be the subject of a physiological metric based experiment.

Keywords: website interactivity; interactivity dimensions; user experience; user interface; e-commerce. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2015
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