Study On The Relationship Of Interactivity、Perceived Value And Customer Satisfaction In Online Shopping

Compared to traditional offline shopping, consumers often find it hard to get an immediate response from e-tailors in online shopping. E-tailors have more constraints when interacting with customers than do offline retailers. With the rapid development of online shopping, the market competition is increasingly fierce. Therefore, how to increase the level of interactivity to enhance the consumer’s perceived value and satisfaction has become a problem urgently to be solved for online sales enterprises. However, e-interactivity in online shopping and its value creation for consumers have received surprisingly little attention in the empirical literature.Based on previous studies, therefore, interactivity can be abstracted to three elements:bi-directionality, responsiveness and controllability, and perceived value can be attributed to three dimensions:utilitarian value、hedonic value and perceived risk. Moreover, this study explores the relationship of interactivity、perceived value and customer satisfaction. With the help of SPSS19.0, this paper analyzes the survey data collected, and comes to the following conclusions:(1)About the impact of the three elements of interactivity on the three dimensions of perceived value:responsiveness has a significant positive effect on utilitarian value; both bi-directionality and controllability have significant positive effects on hedonic value while the three elements of interactivity all have significant negative effect on perceived risk.(2) The three dimensions of perceived value all have significant impacts on customer satisfaction. And both hedonic value and perceived risk play intermediary regulatory role in the influence of interactivity to consumer satisfaction.(3) The three elements of interactivity all have significant positive effects on customer satisfaction.(4) Consumers’ individual characteristics (gender, age of online shopping) have significant differences in the evaluation of interactivity、 perceived value and customer satisfaction.Finally, based on the empirical analysis, this paper gives the online service providers some marketing suggestions to increase the level of interactivity to enhance competitiveness, hoping to offer a theoretical basis and guidance to promote online sales.