Interactivity of Corporate Websites: An Integrative Review of the Literature

Research problem: Corporate websites have been the subject of several research endeavors, and most of the research has focused on usability and interactivity. Since the emergence of the term Web 2.0, more websites have added social features to their base functionality, and this new type of interactivity has yet to be investigated. This study explores the research evolution in this field. Research questions: How has research on interactivity in corporate websites evolved? How can prior research be categorized? In each category, which of the research challenges has little or no research support? Literature review: Our approach to the topic is guided by four major streams of research-(1) the diffusion of innovations theory; (2) the technology, organization, and environment framework; (3) the institutional theory; and (4) the model from Iacovou et al. The analysis of the evolution of corporate websites showed three common types of corporate websites classified by their purpose and interaction intensity. Corporate websites hereby often benefit from the inclusion of design principles and patterns induced by the term Web 2.0. While examining the characteristics of corporate websites, usability and interactivity were found to be most important with reference to positive user response. Therefore, we clarified the concept of web-based interaction and reviewed the research on consumer response. Methodology: To gain a deeper understanding of the evolution of research on the interactivity in corporate websites, our study conducted a systematic and exhaustive literature review in which we identified and categorized several research issues. We conducted a qualitative analysis of 166 articles and classified relevant contributions by research issue and category. Results and conclusion: Among the identified research issues concerning interactivity that facilitates communication of the organization, only relationship management emerged as a dominant issue. Research issues concerning interactivity that facilitates e-commerce could be found most and they tend to focus on two main areas: decision support systems and recommendation agents on sales-oriented e-commerce websites and loyalty, satisfaction, and trust as key variables. Research issues concerning interactivity for interpersonal communication mainly focus on the user's individual motivation and successive behavior, and contain many different references to computer-mediated interaction and online communities. Research issues in the field of designing for interactivity discuss interface design questions and focus on numerous website characteristics and their impact. Given those issues, we make suggestions for future research that would explore the organizational behavior related to innovation diffusion on corporate websites.