Web Systems Design and Online Consumer Behavior [Electronic resources] نسخه متنی

Conclusion

This chapter examines the consumer perceptions of the interactivity of Web advertising. As
the Web provides an environment in which consumers can be actively involved, it is necessary to
understand how they actually behave on the Web. The chapter, with its qualitative research
approach, provides depth of understanding about how consumers think about and interact with
WA.

Specifically, two major themes of “Controllable” and “Real-Time Communication” were found,
and they represent how consumers think about and interact with various WA messages during their
usual Web navigation. Future researchers can benefit from the findings. In fact, these themes are
not simple concepts as the literature frequently presented, but consist of a variety of different
sub constructs. Most of all, the current study provides consumers’ thoughts about interactivity so
that future studies can examine any part of interactivity on the Web in the context of the big
picture. Without an understanding of the consumers’ context, studies risk limited and distorted
outcomes.