Perceived Interactivity in Online Retail Services: Approach from the Features

摘要

As online business continues to grow, interactivity becomes essential in E-commerce service area. The objective of this study is to examine the relative positioning of website features based on their level of interactivity in the context of e-commerce. The findings suggest that online marketers need to put strategic emphasis on certain website features in their websites based on targeted consumers' needs, product attributes, and their marketing strategies.