Different Influences of Perceived Interactivity of E-Commerce Sites on Consumers - Based on Self-Constructed Regulation Mechanisms

Abstract

Based on the improved traditional multi-group structural equation model, this paper makes use of the measurement consistency and structure consistency to discuss the performances difference of the perceptive interaction influences on interdependent-self consumers and independent-self consumers of ecommerce websites in base-Line models. The results show that interdependent-self consumers are more perceptual in the baseline model, while independent-self consumers are more rational.