Abstract

Lack of trust is likely to deter any purchase over the Internet, while the lack of interactivity is likely to deter online trust specially. This paper investigates the impact of interactivity on consumer trust in electronic commerce. A coherent and parsimonious trust model is proposed, which is integrating interactivity with perceived security control. Empirical results indicate that interactivity plays an important role in online consumer trust building process. Interactivity affects online consumer trust directly on one hand, and perceived security control on the other, and perceived security control in turn has a significant effect on consumer trust. Based on these outcomes of empirical study, this paper suggests some managerial implications of new marketing strategies, focusing on interactivity in electronic commerce.

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