Measuring How Perceived Interactivity with Different Media Influences Perceived Values and Satisfaction

In this empirical study, the authors examined how three dimensions of perceived interactivity impact on customers perceive values on online shopping websites and level of customers’ satisfaction towards their shopping website. Between perceived interactivity and consumers’ loyalty, the mediating role of satisfaction and perceived values on shopping websites are measured. The results show some significance levels between perceived interactivity and dependent variables including perceived values, satisfaction, and loyalty