The Impact Of Perceived Interactivity On Customer Attitude Based On TAM Theory

The advancement of Internet fosters the development of e-commerce.With theadvent of internet,Consumer’s needs of playful cognition-virtual experience haveincreased gradually.It also lead to the construction of B2C website dramatically.Perceivedness is the foundation of consumer’s mental process,while mental process isthe premise of consumer’s attitude and behavior.It is necessary to pay attention toperceived factors in order to understand consumer’s behavior.So that we bringforward websites building advice in order to improve marketing effects.This study is based on the Technology Acceptance Model(TAM) which has beenwidely used in Electronic Commerce Research.On this basis,It introduces PerceivedInteractivity Theory with its three dimensions(including information quality,systemquality,service quality)as the variables,by using virtual experience,perceivedusefulness,perceived ease of use as the intermediate variables explores therelationships among the relationships among these variables and how the interactionaffects consumer’s attitude.The first part of this article is a review of attitude,virtual experience,perceivedinteractivity and TAM model;especially discuss the application of TAM in electronicresearch.Based on these concepts,we set up models about the structural relationship.We proceed with emperical study through investigation based on Shanghai,Jiangsuand Zhejiang three provinces’ questionnaires and analyze data using SPSS13.0andAMOS to research into the relationship between variables and how the perceivedinteractivity affects consumers’ attitude.Through a questionnaire survey of205consumers,The result proves the validity of the TAM model for predicting the onlineconsumer attitudes,The result suggest that:virtual experience,perceived usefulness,perceived ease ofuse have a positive impact on attitude.Service quality have a positive impact onvirtual experience.Information quality and service quality have a positive impact onperceived usefulness.Perceived interactivity have a positive impact on perceived easeof use.Perceived interactivity further influence the attitude through intermediateeffects from virtual experience,perceived usefulness,perceived ease of use.According to the result,We bring forward websites building advices in order to improvemarketing effects.