Antecedents and Consequences of Perceived Interactivity

The study reported in this paper investigated how, as antecedents, personal factors influence consumers' perception of a web site's interactivity in the context of making a purchase decision.
  

Antecedents and consequences of perceived interactivity

An exploratory study

Joonhyung JeeThe University of Texas at Austin

and

WeiNa LeeThe University of Texas at Austin

 

 

Introduction

 

Over the past decades, rapid advancement...