Online retailers have received much attention because of their vast potential in recent years. However, many online retailing platforms bring in web traffic but fail to convert it into sales. This study adopted a conceptual framework to illustrate how the two facets of website interactivity (two-way communication and active control) and perceived usability influence consumers’ purchase intention online. Besides, the moderating effect of website involvement was examined.
This study utilized a controlled online survey to explore the correlations between variables; following the screening procedure, the usable sample size was 155 out of 185 respondents. The findings suggested that customer perception of online store website interactivity and perceived website usability impacts future purchase intention. In addition to contributing to current knowledge, this study highlighted the positive impacts of each component of perceived website interactivity and perceived website usability in the online retailing business. Applications in the online retailing sector and the implications for future research have also been discussed.
