The impact of a website Interactivity and vividness on consumer assessment of its originality

This study aims to examine the impact of interactivity and vividness of a commercial website on consumer assessment of its originality. Consistent with this objective, 200 graduate students were asked to visit a commercial website (created specifically for the study) and to complete a questionnaire. The study reveals that website perceived vividness (WPV) influences positively and significantly all the dimensions of the website originality assessment (novelty, resolution, elaboration/synthesis, aesthetic). However, the impact of the website perceived interactivity (WPI) on its perceived originality (WPO) is partially supported by the data. Indeed, only two dimensions of interactivity, namely perceived control and personalization have a significant positive impact on website perceived resolution. Besides, results show that the impact of the perceived interactivity (WPI) on the website novelty and aesthetic perceptions is affected only by the dimension personalization. Finally, no significant relationship was found between perceived interactivity (WPI) and the elaboration/synthesis dimension of the website originality assessment.