 Website interactivity may compensate for consumers’ reduced control in E-CommerceLinwan Wu Journal of Retailing and Consumer Services, 2019, vol. 49, issue C, 253-266 Abstract: Existing research has confirmed that consumers may experience reduced control over product consumption when facing new products or limited product choices. This research predicts that interactivity of a retailing website may compensate for consumers’ reduced control in E-Commerce. To test this prediction, two studies were conducted to analyze the influence of interactivity on product evaluation in situations of reduced control. Study 1 discovered that participants primed with a strong desire for control expressed more favorable attitudes toward a new product when interactivity was high versus low. In Study 2, participants with a strong desire for control evaluated a small choice set more favorably when interactivity was high versus low. Both studies also identified the positive main effect of interactivity on product attitude. The theoretical and practical implications of these findings are discussed. Keywords: Interactivity; Information control; Desire for control; Control compensation; New products; Limited choices; Online retailing (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:49:y:2019:i:c:p:253-266 DOI: 10.1016/j.jretconser.2019.04.003 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.