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Interactivity of Corporate Websites: An Integrative Review of the Literature

机译：企业网站的交互性：文献的综合回顾

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Research problem: Corporate websites have been the subject of several research endeavors, and most of the research has focused on usability and interactivity. Since the emergence of the term ${rm Web 2.0}$ , more websites have added social features to their base functionality, and this new type of interactivity has yet to be investigated. This study explores the research evolution in this field. Research questions: How has research on interactivity in corporate websites evolved? How can prior research be categorized? In each category, which of the research challenges has little or no research support? Literature review: Our approach to the topic is guided by four major streams of research—(1) the diffusion of innovations theory; (2) the technology, organization, and environment framework; (3) the institutional theory; and (4) the model from Iacovou ${rm et , al}$. The analysis of the evolution of corporate websites showed three common types of corporate websites classified by their purpose and interaction intensity. Corporate websites hereby often benefit from the inclusion of design principles and patterns induced by the term ${rm Web 2.0}$. While examining the characteristics of corporate websites, usability and interactivity were found to be most important with reference to positive user response. Therefore, we clarified the concept of web-based interaction and reviewed the research on consumer response. Methodology: To gain a deeper understanding of the evolution of research on the interactivity in corporate websites, our study conducted a systematic and exhaustive literature review in which we identified and categorized several research issues. We conducted a qualitative analysis of 166 articles and classified relevant contributions by research issue an- category. Results and conclusion: Among the identified research issues concerning interactivity that facilitates communication of the organization, only relationship management emerged as a dominant issue. Research issues concerning interactivity that facilitates e-commerce could be found most and they tend to focus on two main areas: decision support systems and recommendation agents on sales-oriented e-commerce websites and loyalty, satisfaction, and trust as key variables. Research issues concerning interactivity for interpersonal communication mainly focus on the user's individual motivation and successive behavior, and contain many different references to computer-mediated interaction and online communities. Research issues in the field of designing for interactivity discuss interface design questions and focus on numerous website characteristics and their impact. Given those issues, we make suggestions for future research that would explore the organizational behavior related to innovation diffusion on corporate websites.
机译：研究问题：公司网站已成为多项研究工作的主题，并且大多数研究都集中在可用性和交互性上。自术语$ {rm Web 2.0} $出现以来，更多的网站已将社交功能添加到其基本功能中，而这种新型的交互性尚待研究。本研究探索了该领域的研究进展。研究问题：公司网站的交互性研究如何发展？如何对先前的研究进行分类？在每个类别中，哪些研究挑战很少或没有研究支持？文献综述：我们对这一主题的研究受到四个主要研究方向的指导：（1）创新理论的传播； （2）技术，组织和环境框架； （3）制度理论； （4）Iacovou $ {rm et al。$）的模型。对企业网站的演变的分析显示，企业网站的三种常见类型按其目的和交互强度进行分类。因此，公司网站通常会受益于包含术语$ {rm Web 2.0} $引起的设计原理和模式。在检查公司网站的特征时，发现可用性和交互性对于获得积极的用户响应最为重要。因此，我们阐明了基于Web的交互的概念，并回顾了有关消费者响应的研究。方法：为了更深入地了解公司网站中的交互性研究的发展，我们的研究进行了系统详尽的文献综述，在其中我们识别并归类了一些研究问题。我们对166篇文章进行了定性分析，并按研究问题类别对相关贡献进行了分类。结果与结论：在确定的有关促进组织沟通的交互性的研究问题中，只有关系管理成为主要问题。可以最方便地发现与促进电子商务的交互性有关的研究问题，它们往往集中在两个主要领域：面向销售的电子商务网站上的决策支持系统和推荐代理，忠诚度，满意度和信任度是关键变量。有关人际交流互动性的研究问题主要集中于用户的个人动机和连续行为，并且包含许多有关计算机介导的互动和在线社区的参考。交互性设计领域的研究问题讨论了界面设计问题，并着重于众多网站特征及其影响。考虑到这些问题，我们为将来的研究提出建议，以探索与公司网站上创新传播相关的组织行为。

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