Interactivity in the electronic marketplace: An exposition of the concept and implications for research

It is widely recognized that a better understanding of interactivity and its implications is essential for facilitating research focused on the emerging electronic marketplace. However deficiencies persist in our understanding of this important concept. Building on research in various fields of study (e.g., information systems, marketing, and computer-mediated communication), this article presents a conceptualization of interactivity from a marketplace perspective that is missing or inadequately articulated in the literature. Specifically, interactivity is conceptualized as a characteristic of computer-mediated communication in the marketplace that increases with the bidirectionality, timeliness, mutual controllability, and responsiveness of communication as perceived by consumers and firms. The article concludes with a research agenda focusing on issues relating to measurement, conceptual refinement, and management of interactivity in the electronic marketplace.