The Effects of Interactivity on Cross-Channel Communication Effectiveness

This study investigated the effects of web site interactivity on consumers’ trust in brands and product evaluations, and their subsequent purchase intentions in a multi-channel context.
  
The Effects of Interactivity on

The Effects of Interactivity on Cross-Channel Communication Effectiveness

Qimei ChenUniversity of Hawaii

David A. GriffithMichigan State University

Fuyuan ShenPenn State University

Introduction

As an advertising...