Customers can customize and manipulate information using an Internet browser.
While some websites offer a limited level of interaction, others allow customers to manipulate information quickly and easily. The ability to interact speedily is crucial for maintaining customer engagement. If a webpage takes too long to load or is challenging to modify, customers may become frustrated and avoid revisiting the website (Dellaert and Khan, 1999).
The speed of interaction on a Web page can rely on network bandwidth and technology sophistication. However, overcrowding the page with too much information can also lead to traffic congestion. It's critical for dot-coms to carefully assess the information mix on their sites, as many people around the world still rely on traditional telephone lines and modems to connect to the internet. Moreover, it's essential to consider the range of interaction, particularly when customers want
...to explore unique product or service features. Providing multiple ways to view, manipulate, and customize product features through the website can enhance customer satisfaction (Laudon and Traver, 2002).
According to Hoffman and Novak (2000), a business's website should not be inflexible and should allow customers to easily manipulate the offered products. This will lead to increased customer satisfaction. Including creative packaging of information, like audio and video clips, can enhance customers’ experience. For example, an e-catalog can contain product designs, customer reviews, and virtual tours. However, it is important for dot-coms to carefully balance the use of graphics, audio, and video clips as they can reduce the speed of interactivity. Websites that engage more senses will generally be more attractive to customers compared to those that do not.
In terms of website interactivity, finding a balance
between engagement and speed is important. The amount of immersion needed varies depending on the industry - for example, a fashion-focused dot-com should prioritize easy navigation and comparison of clothing items from multiple angles. On the other hand, a book-centric website doesn't need to highlight design or color comparisons. It's more likely that customers will be satisfied with clear product showcases that include pictures rather than those without.
The promotion of word-of-mouth advertising is a crucial aspect for businesses, such as those involved in organic farming, who may display product pictures on their websites (Bhatt, 2004). Although dot-coms control and monitor most of the information on a website, customers are responsible for creating connectivity. To measure this connectivity, we focus on the scope of engagement through virtual forums. Web sites must encourage dialogue and interactions between diverse groups of customers by offering access to archives, bulletin boards, discussion lists, and news groups (Moore, 2001) to increase the customer's ability to engage in different forums. (Schuler, 1996).
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