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ABSTRACT
This study investigated the effects of web site interactivity on consumers’ trust in brands and product evaluations, and their subsequent purchase intentions in a multi-channel context. Results from the experiment indicated that through greater interactivity, individuals developed greater trust in the vendor and better understanding of its products. Further, it was demonstrated that trust and product evaluation carried interactivity’s influence onto not only online purchase intention, but also offline purchase intention at a brand-specific business level. These findings indicate that online interactivity can have broad implications for multi-channel marketing.
Additional information
Qimei Chen is an Assistant Professor of Marketing in the College of Business Administration at the University of Hawaii. She received her Ph.D. and M.A. from the University of Minnesota at Twin Cities. Prior to that, she had years of industry experience in Hong Kong and Germany. Her research interests include advertising effectiveness, e-commerce, IT usage, and cross-culture consumer behavior. She has published in numerous journals, including the Journal of Advertising, Journal of Advertising Research, and Marketing Research. Email: [email protected]
David A. Griffith is Assistant Professor of Marketing & Supply Chain Management at the Eli Broad Graduate School of Management at Michigan State University. He received his Ph.D. and MBA from Kent State University and his BSBA from the University of Akron. His primary research interests are international marketing strategy and retailing with an emphasis on technology. He has published in numerous academic and practitioner journals, including Journal of International Business Studies, Journal of World Business, Journal of International Marketing, and International Marketing Review.
Fuyuan Shen (Ph.D., University of North Carolina-Chapel Hill) is an assistant professor in the College of Communications, Pennsylvania State University. He received his Ph.D. from the University of North Carolina at Chapel Hill. His teaching and research interests include advertising, media psychology, and marketing communications. His work has appeared in such journals as the Journal of Advertising, Journal of Communication, and International Journal of Advertising.