The more interactivity the better? Investigating interactivity, task complexity, and product knowledge in online purchase decisions
This study examines the joint effects of interactivity, task complexity, and product knowledge on customers’ online purchase decision quality. Interactivity is defined as the extent to which users can participate in modifying the form and content of a mediated environment in real-time. For example,...
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| Veröffentlicht in: | Information technology and management 2020-09, Vol.21 (3), p.179-189 |
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| creator | Tang, Fengchun |
| description | This study examines the joint effects of interactivity, task complexity, and product knowledge on customers’ online purchase decision quality. Interactivity is defined as the extent to which users can participate in modifying the form and content of a mediated environment in real-time. For example, users sort products on a website based on certain criteria (e.g., price). An experiment with 264 participants was conducted to test the hypotheses. The results suggest that interactivity and task complexity jointly affect customers’ online purchase decision quality. When customers perform a complex task, interactivity reduces the cognitive resources needed to perform the task and thus improves customers’ decision quality. However, when customers perform a simple task, interactivity worsens the mismatch between the cognitive resources available and what is required, leading to deteriorated decision quality. Similarly, product knowledge and task complexity interact to influence customers’ decision quality. Product knowledge improves decision quality when customers perform a complex task, whereas it results in deteriorated decision quality when customers perform a simple task. In addition, interactivity interacts with product knowledge to affect customers’ intention to revisit the website. Specifically, interactivity has a stronger effect on customers’ intention to revisit the website when the customer has more product knowledge. |
| doi_str_mv | 10.1007/s10799-020-00316-2 |
| format | Article |
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However, when customers perform a simple task, interactivity worsens the mismatch between the cognitive resources available and what is required, leading to deteriorated decision quality. Similarly, product knowledge and task complexity interact to influence customers’ decision quality. Product knowledge improves decision quality when customers perform a complex task, whereas it results in deteriorated decision quality when customers perform a simple task. In addition, interactivity interacts with product knowledge to affect customers’ intention to revisit the website. 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However, when customers perform a simple task, interactivity worsens the mismatch between the cognitive resources available and what is required, leading to deteriorated decision quality. Similarly, product knowledge and task complexity interact to influence customers’ decision quality. Product knowledge improves decision quality when customers perform a complex task, whereas it results in deteriorated decision quality when customers perform a simple task. In addition, interactivity interacts with product knowledge to affect customers’ intention to revisit the website. 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Investigating interactivity, task complexity, and product knowledge in online purchase decisions</title><author>Tang, Fengchun</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c376t-91b8a9afadc07f7fa5c3b256a14fcd0cdeb4c5f4baaacbc7f2ba78da93571c123</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2020</creationdate><topic>Business and Management</topic><topic>Computer Communication Networks</topic><topic>Customers</topic><topic>Data Structures and Information Theory</topic><topic>IT in Business</topic><topic>Knowledge</topic><topic>Operations Research/Decision Theory</topic><topic>Task complexity</topic><topic>Websites</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Tang, Fengchun</creatorcontrib><collection>ECONIS</collection><collection>CrossRef</collection><collection>ProQuest Central (Corporate)</collection><collection>Computer and Information Systems Abstracts</collection><collection>ABI/INFORM Collection</collection><collection>ABI/INFORM Global (PDF only)</collection><collection>ProQuest Central (purchase pre-March 2016)</collection><collection>ABI/INFORM Global (Alumni Edition)</collection><collection>ProQuest Pharma Collection</collection><collection>Technology Research Database</collection><collection>ProQuest SciTech Collection</collection><collection>ProQuest Technology Collection</collection><collection>ProQuest Central (Alumni) (purchase pre-March 2016)</collection><collection>ABI/INFORM Collection (Alumni Edition)</collection><collection>ProQuest Central (Alumni Edition)</collection><collection>ProQuest Central UK/Ireland</collection><collection>Advanced Technologies & Aerospace Collection</collection><collection>ProQuest Central</collection><collection>Business Premium Collection</collection><collection>Technology Collection</collection><collection>ProQuest One Community College</collection><collection>ProQuest Central Korea</collection><collection>Business Premium Collection (Alumni)</collection><collection>ABI/INFORM Global (Corporate)</collection><collection>SciTech Premium Collection</collection><collection>ProQuest Computer Science Collection</collection><collection>ProQuest Business Collection (Alumni Edition)</collection><collection>ProQuest Business Collection</collection><collection>ABI/INFORM Professional Advanced</collection><collection>Advanced Technologies Database with Aerospace</collection><collection>Computer and Information Systems Abstracts Academic</collection><collection>Computer and Information Systems Abstracts Professional</collection><collection>ABI/INFORM Global</collection><collection>Advanced Technologies & Aerospace Database</collection><collection>ProQuest Advanced Technologies & Aerospace Collection</collection><collection>ProQuest One Business</collection><collection>ProQuest One Business (Alumni)</collection><collection>ProQuest One Academic Eastern Edition (DO NOT USE)</collection><collection>ProQuest One Academic</collection><collection>ProQuest One Academic UKI Edition</collection><collection>ProQuest Central Basic</collection><jtitle>Information technology and management</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Tang, Fengchun</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>The more interactivity the better? Investigating interactivity, task complexity, and product knowledge in online purchase decisions</atitle><jtitle>Information technology and management</jtitle><stitle>Inf Technol Manag</stitle><date>2020-09-01</date><risdate>2020</risdate><volume>21</volume><issue>3</issue><spage>179</spage><epage>189</epage><pages>179-189</pages><issn>1385-951X</issn><eissn>1573-7667</eissn><abstract>This study examines the joint effects of interactivity, task complexity, and product knowledge on customers’ online purchase decision quality. Interactivity is defined as the extent to which users can participate in modifying the form and content of a mediated environment in real-time. For example, users sort products on a website based on certain criteria (e.g., price). An experiment with 264 participants was conducted to test the hypotheses. The results suggest that interactivity and task complexity jointly affect customers’ online purchase decision quality. 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| subjects | Business and Management Computer Communication Networks Customers Data Structures and Information Theory IT in Business Knowledge Operations Research/Decision Theory Task complexity Websites |
| title | The more interactivity the better? Investigating interactivity, task complexity, and product knowledge in online purchase decisions |
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