The Study on the Influence of Online Interactivity on Purchase Intention on B2C Websites: The Interference Moderating Role of Website Reputation

  • Rongjia SuEmail author
  • Dianjie Liang
Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 1002)


As online shopping becomes increasingly popular, a growing number of B2C websites attempt to increase consumer purchase intention through interacting with consumers. This research aims to investigate the influence of online interactivity on purchase intention on B2C websites with focus on the interference moderating role of website reputation. Data are collected through questionnaires and regression analysis is applied to examine the moderating and mediating effects. Findings reveal that online interactivity has a positive impact on trust when website reputation is high. On the contrary, online interactivity has a negative impact on trust when website reputation is low. Meanwhile, trust mediates the influence of online interactivity on purchase intention. Therefore, B2C websites should not blindly pursue interaction with consumers without regard to website reputation, because it can be counterproductive.


Online interactivity Website reputation Trust Purchase intention Interference moderating effect 


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© Springer Nature Switzerland AG 2020

Authors and Affiliations

  1. 1.College of International Studies, Sichuan UniversityChengduPeople’s Republic of China
  2. 2.Business SchoolNottingham Trent UniversityNottinghamUK

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