The Influence of Interactivity on E-service Offerings: An Empirical Examination of Benefits and Risks

Authors

Mauricio Featherman, Washington State UniversityFollow
Ryan T. Wright, University of San FranciscoFollow
Jason Bennett Thatcher, Clemson UniversityFollow
J. Christopher Zimmer, Le Moyne CollegeFollow
Richard Pak, Clemson UniversityFollow

Abstract

News reports of Internet-based security breaches, identity theft, fraud, and other dangers may increase the perceived risk and decrease the perceived benefits of using electronic services (or e-services). We examine whether interactivity serves as a means to diminish the perceived risks and increase the perceived benefits of using e-services. To examine interactivity’s influence on consumers’ perceptions, we conducted a laboratory experiment using a simulated web-based, online payment system. When compared to a non-interactive preview of an online payment system, we found that consumers who used an interactive e-service simulation reported higher perceived involvement and authenticity as well as higher intangibility and risks of e-services. Further, we found that interactivity moderated relationships such that consumers were more likely to report higher intentions to use e-services. The paper concludes with implications for research and practice.

Recommended Citation

Featherman, M., Wright, R. T., Thatcher, J. B., Zimmer, J., & Pak, R. (2011). The Influence of Interactivity on E-service Offerings: An Empirical Examination of Benefits and Risks. AIS Transactions on Human-Computer Interaction, 3(1), 1-25. Retrieved from https://aisel.aisnet.org/thci/vol3/iss1/1
DOI: