The study on the influence of online interactivity on purchase intention on B2C websites: The interference moderating role of website reputation

Abstract

As online shopping becomes increasingly popular, a growing number of B2C websites attempt to increase consumer purchase intention through interacting with consumers. This research aims to investigate the influence of online interactivity on purchase intention on B2C websites with focus on the interference moderating role of website reputation. Data are collected through questionnaires and regression analysis is applied to examine the moderating and mediating effects. Findings reveal that online interactivity has a positive impact on trust when website reputation is high. On the contrary, online interactivity has a negative impact on trust when website reputation is low. Meanwhile, trust mediates the influence of online interactivity on purchase intention. Therefore, B2C websites should not blindly pursue interaction with consumers without regard to website reputation, because it can be counterproductive.