This research examines the role of interactivity in electronic commerce. Three dimensions of interactivity are identified (machine, content, and person) as necessary for a successful online sale. These dimensions are investigated in relation to desirable outcomes: focused attention, telepresence, perceived control, trust, consumers’ positive affect, and intended purchase. The relationships between interactivity and all desirable outcomes are empirically tested using survey data from online consumers.
Sukpanich, Nichaya and Chen, Lei-da, "Interactivity as the Driving Force Behind E-Commerce" (2000). AMCIS 2000 Proceedings. 244.