Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives

摘要

Based on research in e-Ieaming and online marketing, the study characterizes the consumer experiential response to website and environmental stimuli as a dynamic, tiered perceptual spectrum which includes interactivity, telepresence and engagement. It construes engagement as a cognitive and affective commitment to an active relationship, with the brand as personified by the website and proposes dimensions of this construct and discusses how the constructs of interactivity, flow and involvement are related to but distinct from the constructs within our conceptual framework.