THE MODERATING ROLE OF INFORMATIONAL FEATURES ON WEBSITE INTERACTIVITY

摘要

H1 and H2 posited a direct influence for the dimensions of interactivity on frequency of visit and purchase. Of the six relationships, four were supported, only responsiveness had no significant effect on either behavioral outcome. Frequency of visit appears to positively influence frequency of purchase, thus confirming H3. H4 and H5 assessed the moderating influence of the importance of website informational features on the interactivity dimensions and frequency of visit and frequency of purchase respectively. H4a, H4b and H4c are supported, thus implying that product specifications, promotions and brand comparisons each moderated the communication -> visit relationship. Communication -> purchase is only moderated by product promotions (H5b). H6 and H7 assess informational features moderation for the control -> visit and control -> purchase relationships. Results show that importance of online promotions and comparisons of brands significantly moderate the control -> visit and control -> purchase relationships whereas, expert ratings of sales items also moderates the control -> purchase relationship. Responsiveness did not play a significant role within the model and thus, none of the relationships posited in H8 and H9 are supported.