Interactive Functions and Their Impacts on the Appeal of Internet Presence Sites

Internet Presence Sites (IPS) are becoming important mechanisms for marketing communication. Therefore it is vital to understand what affects the attractiveness of a firm's IPS. In this research, we focus on the multidimensional factor of interactivity. We use statistical models such as Logit to evaluate the effects of interactivity on IPS appeal. We find that the greater the degree of interactivity, the more likely it is for the IPS to be considered as a top site. Additionally we find that the “customer support” component of interactivity has a significant positive impact on the likelihood of an IPS being included in a list of high-quality Web sites. The findings are discussed in terms of their implications for design of corporate Web sites.