An empirical study of the effects of interactivity on web user attitude
International Journal of Human-Computer Studies
Communications of the ACM - Mobile computing opportunities and challenges
Electronic window dressing: impression management with websites
European Journal of Information Systems - Managing e-business transformation
Building Effective Online Marketplaces with Institution-Based Trust
Information Systems Research
Information Systems Research
Consumer and Business Deception on the Internet: Content Analysis of Documentary Evidence
International Journal of Electronic Commerce
Counterfeit Products on the Internet: The Role of Seller-Level and Product-Level Information
International Journal of Electronic Commerce
IEEE Transactions on Systems, Man, and Cybernetics, Part A: Systems and Humans
Electronic Commerce Research and Applications
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Given that the Internet does not afford an opportunity to inspect products before purchase, some customers hesitate to shop online. Online interactivity can supplement online decision-making with added product information. Based on the theories of impression management and deception, this study focuses on sellers' online interactivity strategies (SOIS) and aims to explore the role of SOIS played in online purchase decision-making process. According to the stimulus-organism-response (S-O-R) paradigm, this study aims to understand how each component of SOIS affects transaction intention through consumer perceptions (perceived deception and perceived diagnosticity) and how this affect is moderated by product types (search goods and experience goods) in online marketplaces. Data collected from 475 respondents support most of our hypotheses. Product type positively moderates only the link between image creation and perceived deception. Implications for theory and practice are also discussed.