The Effects of Interactivity on Cross-Channel Communication Effectiveness

Qimei Chen, David A. Griffith and Fuyuan Shen

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...

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