互动性
说服
感知
唤醒
心理学
情感(语言学)
认知
功能可见性
认知心理学
社会心理学
多媒体
计算机科学
沟通
神经科学
作者
Qian Xu,S. Shyam Sundar
标识
DOI:10.1177/0093650212439062
摘要
Heightened interactivity and excitement characterize much of our online browsing, especially when it involves shopping on e-commerce websites. Interactivity is said to affect users’ engagement with the website by expanding their perceptual bandwidth (Sundar, 2007), much like the effect of optimal physiological arousal on cognitive functioning (Kahneman, 1973). We examine the direct and combinatory effects of interactivity and arousal on consumers’ engagement, attitudes, and behavioral intentions in an e-commerce website through a 3 (interactivity: low, medium, high) × 3 (arousal: control, low, high) between-participants experiment ( N = 186). Higher levels of interactivity were found to generate more favorable attitudes and behavioral intentions toward both the website and the product. Interactivity and arousal differed in their effects on various aspects of website engagement. The study also identified several mediators explicating the theoretical mechanism underlying the influence of interactivity on purchase likelihood.
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