Various Internet-based technologies have been used to offer online customer service. Common to these technologies is their ability to support interactive communication in exchanges with customers. This study examines the impacts of interactivity in communications on customer decision behaviors. We propose that interactivity can increase responsiveness and mutuality, the perceptions in interactive communications, which, in turn, improve customer satisfaction and trust and further increase customer intentions to buy.; To test the hypotheses in this study, a lab experiment without the experimental control of settings was conducted. Results from the study confirm most of the relationships hypothesized in the research model. The tests of the structural model showed that the perceived interactivity indeed affected responsiveness and mutuality positively, while interactivity (treatment) had little effect on responsiveness and mutuality. Both responsiveness and mutuality had strong effects on satisfaction and trust. Both satisfaction and trust, in turn, strongly affected intention to buy. That treatment did not show significant effects on responsiveness and mutuality is not because interactivity has no effects. Instead, we believe, it is because interactivity is not associated with particular communication mode. Interactivity is created and experienced in actual process of communication. Thus, the perceived interactivity showed significant effects on responsiveness and mutuality and downstream variables.; The analyses and results in the study suggest the following major contributions to practice and academia. (1) Confirmation of the benefits of interactivity but challenge to belief about particular communication in e-commerce; (2) Investigation of relationships among the interactivity-related constructs; (3) Examination of constructs concerning media choice with interactivity; and (4) Extension of the knowledge base regarding media choice and consumer behavior.; Upon providing the above contributions, the study suggests strategies for media choice for online customer service. Further, it discusses limitation in the study and articulates the direction for future research regarding interactive media and communications.
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