Fostering Future Purchase Intentions through Website Interactivity: the Mediating Role of Consumer Trust

Online interactivity offers the opportunity for e-sellers of developing closer and more personalized relationships with their customer base. Despite the fact that interactivity effect on consumer perceptions has been proved, the effectiveness of interactivity to encourage future purchases remains unclear. This study attempts to explain the relation among interactivity, consumer trust, and future purchase intentions. The research clarifies how...