Document Type



Utilizing thinteractive nature of online shopping allows consumers to communicate more effectively with retailers on a one-to-one basis. This study investigates how e-interactivity (online interactivity) affects consumer attitude and further behavior such as perceived value, trust, satisfaction, and loyalty by defining multiple dimensions of einteractivity. One of the significant findings from the study indicates that perceived two-way communication has the stronger power to explain perceived value as well as satisfaction than the perceived control over the website. Managerial implications are further discussed for retail customer relationship management.