Consumer Reactions in a Realistic Virtual Shop : Influence on Buying Style
Anne-Ccile Jeandrain IAG School of Management, Catholic University of Louvain, Belgium
INTRODUCTION
Today the world is facing a new and revolutionary manner in which people shop through Interactive Home Shopping (I.H.S.). The term interactivity captures the quality of two-way communication between two parties, person as well as machine (Hoffman and Novak 1996). On the one hand, the shopper could have some control to modify environment content, have the freedom to navigate through the virtual shop, etc. (person-machine interactivity). On the other hand, the shopper...