Online interaction readiness: conceptualisation and measurement

Abstract

Relationship marketing suggests a need to better understand and more actively involve consumers in the marketing process. This is especially the case with the Internet channel, because of its unique capability for two-v\/ay communication compared with traditional mass media. Existing research, however, has paid limited attention to consumers' general tendency to engage in online interaction. This paper brings together critical thinking in relationship marketing, Internet marketing, and communication to propose a new construct, online interaction readiness, that captures a consumer's willingness to engage in reciprocal actions through the Internet. Following recommended scale development procedures, a 10-item scale measuring interaction readiness (IRSCALEl is developed. Evidence regarding the dimensionality, validity, and reliability of the IRSCALE is provided. The relevance of interaction readiness to business strategy is illustrated through its impact on consumers' online shopping behaviour and communication channel preferences.