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Customers’ experiential value is based on holistic experience customers would have when they interact with a product/service. Experiential value is defined as “relativistic preference characterizing a subject’s experience with some object” (Holbrook, 1994). Internet is characterized for interactivity and it should have a role in customers’ experiential value. Therefore, this research investigates the role of interactivity (e-store interaction, C2C interaction, and content interaction) and web store utility on intrinsic and extrinsic customer experiential value. The final dependent variable is behavioral intentions. To test the research model, a survey was designed to capture online consumers’ perception of interactivity within e-stores, experiential value, and behavioral intentions. The survey was conducted in South Korea due to its advancement in e-commerce (Reuter, 2010) and 354 usable responses were gathered. 98% of the respondents had experience in online purchasing showing the maturity of e-commerce in South Korea. SPSS 18.0 and AMOS 18.0 were used to analyze for reliability, validity, model fits and SEM. The result showed strong influence of e-store interaction, C2C interaction, and content interaction on intrinsic customer experiential value. Content interaction and web store utility had positive relationships with extrinsic customer experiential value. Intrinsic customer experiential value, extrinsic customer experiential value, and web store utility had positive relationships with behavioral intentions. However, e-store interaction and C2C interaction did not have any relationship with extrinsic customer experiential value. Also, there was no influence found between web store utility and intrinsic customer experiential value.
Advisor: Sang M. Lee & David L. Olson