The impact of consumers' perceptions of and preferences for channel interactivity on channel preferences

The interactivity of the Internet drives many companies to develop on-line stores that compete with their and others' off-line stores. However, in on-line stores consumers may experience different types of interactivity compared to off-line stores. Therefore, the first question we address is "what do we mean by channel interactivity?" as different types of interactivity are present in on-line and off-line channels. With respect to interactivity, disciplines outside of marketing have recognized three types of interactivity: human, medium, and message. The object interaction literature and marketing channel research also suggests the importance of product interactivity. We developed a concept of channel interactivity that includes four types of interactivity called the four-part typology of channel interactivity. In developing the typology we synthesized the interactivity literature, object interaction literature, and marketing channel research. Based on our typology, the second question we address is: "when and why do consumers prefer some channel interactivities over others?" In addressing this question we identify two antecedents, shopping motives and product type, that should impact consumers' preferences for the four types of channel interactivities. The third question we address is: "do perceptions of and preferences for channel interactivities impact preference for different channels?" This question focuses on the consequences of channel interactivity. To summarize, we developed a framework of channel preferences, which allows us to examine perceptions of and preferences for the four types of channel interactivity. Two stages of data collection were administered to assess the typology of channel interactivity and channel preference framework. In the first stage face-to-face interviews and a survey were conducted. In the second stage two experiments were administered. The results indicate that consumers do perceive channels to differ in terms of the four types of channel interactivity. Also, we demonstrated that shopping motive and product type impact consumers' preferences for different types of channel interactivity. Finally, the results of our research indicate that perceptions of and preferences for the four types of channel interactivity impact channel preferences.