Title: Usability, interactivity, website personality and consumers' responses: a case of internet service provider

Authors: Yosra Akrimi

Addresses: Marketing Research Laboratory, Economic Sciences and Management University of Sfax, Tunisia

Abstract: This study focuses on the relationship between functional, experiential and symbolic website features and consumer responses. To bridge the gap in previous research that has focused primarily on the functional aspect and then experiential aspect of the website, our research tries to integrate a new aspect that is a symbolic aspect that can help us understand better the interaction: user-website. The main results of our work show that perceived functionality and perceived interactivity impact perceived playfulness, satisfaction and electronic word of mouth intention at different levels. Website personality traits mainly influence perceived playfulness and electronic word of mouth intention. PLS approach is used to test hypotheses. Results, implications for research and practice are discussed.

Keywords: website usability; website interactivity; website personality traits; perceived functionality; perceived interactivity; perceived playfulness; user satisfaction; electronic WoM; e-WoM; word of mouth intention; consumer responses; internet service providers; ISPs.

DOI: 10.1504/IJEMR.2016.078950

International Journal of Electronic Marketing and Retailing, 2016 Vol.7 No.3, pp.204 - 228

Received: 04 Jul 2015
Accepted: 10 Dec 2015
Published online: 06 Sep 2016 *

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