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Perceived Interactivity in Online Retail Services: Approach from the Features

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2 Author(s)
Mijung Park ; Purdue University, 812 W. State Street, West Lafayette, IN 47907 USA ; Jungkun Park

As online business continues to grow, interactivity becomes essential in E-commerce service area. The objective of this study is to examine the relative positioning of website features based on their level of interactivity in the context of e-commerce. The findings suggest that online marketers need to put strategic emphasis on certain website features in their websites based on targeted consumers' needs, product attributes, and their marketing strategies.

Published in:

Service Operations and Logistics, and Informatics, 2007. SOLI 2007. IEEE International Conference on

Date of Conference:

27-29 Aug. 2007