The Influence of Interactivity on Visit and Purchase Frequency: The Moderating Role of Website Informational Features

Abstract

As Internet use continues to grow and as firms become more sophisticated in their use of the web, the ability to make the online customer experience unique has become increasingly more difficult. One possible solution may lay in the firm's ability to manipulate interactive elements of its website. The authors propose and test a model depicting the influence of different dimensions of website interactivity (communication, control, and responsiveness) on customer behaviors including frequency of visit and frequency of purchase from a firm's website. They further assess the moderating influence that informational website features, including product specifications, promotions, brand comparisons, and expert ratings have on these relationships. Results show website communication and control significantly influence outcome behaviors. The authors then outline and discuss practical implications drawn from their findings.

KEYWORDS:

• frequency of purchase
• frequency of website visit
• interactivity
• moderated regression analysis
• website informational features