Start Date
14-12-2012 12:00 AM
Description
The internet provides information media and social media for online consumers to seek information on the websites and opinions from other consumers. This study examined how the three dimensions of interactivity (control, communication direction, and synchronicity) affected users’ online information seeking process. Particularly, this study assessed how involvement and social presence mediated the effects of interactivity onto satisfaction of websites, purchase intention and spreading word-of-mouth. Moreover, we investigated how users’ opinion leadership moderated the effects of interactivity. This study recruited 511 respondents to participate in the survey. The results showed that control and synchronicity positively influenced consumers’ involvement, which further mediated the effects of control and synchronicity onto those three dependent variables. Conversely, communication direction and synchronicity positively affected their social presence, which only mediated the effect of synchronicity onto those three dependent variables. Lastly, users’ opinion leadership moderated the effects of communication direction and synchronicity on social presence.
Recommended Citation
Wang, Yi-Ting; Wu, Ling-Ling; Chen, Hui-Ching; and Yeh, Ming-Yih, "Interactivity of Social Media and Online Consumer Behavior: the Moderating Effects of Opinion Leadership" (2012). ICIS 2012 Proceedings. 6.
https://aisel.aisnet.org/icis2012/proceedings/ITService/6
Interactivity of Social Media and Online Consumer Behavior: the Moderating Effects of Opinion Leadership
The internet provides information media and social media for online consumers to seek information on the websites and opinions from other consumers. This study examined how the three dimensions of interactivity (control, communication direction, and synchronicity) affected users’ online information seeking process. Particularly, this study assessed how involvement and social presence mediated the effects of interactivity onto satisfaction of websites, purchase intention and spreading word-of-mouth. Moreover, we investigated how users’ opinion leadership moderated the effects of interactivity. This study recruited 511 respondents to participate in the survey. The results showed that control and synchronicity positively influenced consumers’ involvement, which further mediated the effects of control and synchronicity onto those three dependent variables. Conversely, communication direction and synchronicity positively affected their social presence, which only mediated the effect of synchronicity onto those three dependent variables. Lastly, users’ opinion leadership moderated the effects of communication direction and synchronicity on social presence.