An Experimental Study Of The Effects Of Interactivity And Humor In E-Commerce

Abstract

This paper studies the effects of two website attributes that online businesses often employ in product presentations - the use of interactive product demos and product-related humor - on user perceptions of site entertainment and informativeness, which research has shown may significantly influence a visitor’s overall attitude toward an online vendor. Through a 2x2 factorial design, this experimental study finds that the use of interactive product demos helps deliver a message in a more informative and entertaining way, while humor has some marginal effects on perceived entertainment. Findings suggest that more direct product experience is essential in presenting a complete product picture and providing a more enjoyable experience to online shoppers.