The moderating role of curiosity between interactivity and cognitive motives

摘要

With the proliferation of e-commerce, companies are trying to gain a competitive advantage via online resources to heighten the customers' involvement. However, rare studies determine customers' purchase intention via involvement, engagement, and satisfaction. Moreover, the moderating role of curiosity is also not discussed for perceived interactivity. In the current study, we determined the impact of perceived interactivity on involvement, engagement, and satisfaction, ultimately lead to purchase intention. The most exciting finding is related to the moderating role of curiosity between interactivity and psychological processes such as involvement, engagement, and satisfaction, which ultimately leads to purchase intention. A questionnaire was designed to collect data from 535 participants. A PLS technique was used to assess the hypothesized model. Perceived interactivity was observed as a strong determinant of involvement, engagement, and satisfaction. Similarly, the positive relationship was also observed between psychological motives and purchase intention. Lastly, curiosity positively moderated the relationship between perceived interactivity and involvement and also between perceived interactivity satisfaction, but no moderating relationship was observed between perceived interactivity and engagement.