The Relationship between Atmospheric Cues and Perceived Interactivity on the Online Shopping Websites

Abstract

Abstract:

Researches regarding the preprocess factors of the websites' perceived interactivity is relatively few. Based on S-O-R model and atmospheric cues theory, this paper constructs the theoretical model in which the familiarity moderates the relationship between atmospheric cues and perceived interactivity. By assessing online shopping websites, collecting data through a questionnaire survey and conducting multiple and hierarchical linear regression analysis, we find that information content, navigation system and exterior design have all positive effects on perceived interactivity, but the information content's effect is the highest, the exterior design's effect is high, and the navigation system effect is the lowest. In addition, the familiarity moderates the relationship between information content/navigation system and perceived interactivity, and the latter's moderating effect is much stronger. However, it doesn't affect the relationship between exterior design and perceived interactivity. This conclusion helps reveal how atmospheric cues affect perceived interactivity, and has a significant implication for creating websites' atmosphere to improve the interactive experience.

Key words: online shopping, S-O-R Model, atmospheric cues, perceived interactivity, familiarity

Zhang Chubing, Li Dongjin, Wu Bo, Li Yina. The Relationship between Atmospheric Cues and Perceived Interactivity on the Online Shopping Websites[J]. , 2017, 29(8): 91-100.

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