How Does Web Site Interactivity Affect Our Perceptions of an Organization?

This study investigates the effects of different levels of Web site interactivity on individuals' perceptions of an organization's reputation. The underlying theoretical mechanism for this relationship was explored by statistically investigating the mediating role of 3 variables-perceived customization, involvement, and liking-using bootstrapping analysis. Results indicate that the level of Web site interactivity positively influenced participants' perceptions of the organization's reputation, with liking and involvement fully mediating this relationship. These findings demonstrate the theoretical complexity of interactivity-it can at once attract users peripherally with likeable aesthetics and engage them centrally with features that involve them. Theoretical and practical implications are discussed.