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首页> 外文期刊>Journal of Business Research >Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives
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Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives

机译：在线消费者体验中的参与度，远程呈现和交互性：兼顾学术和管理观点

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摘要

We propose a conceptual framework that reconciles the practitioners' view of engagement as central to online best practice and the scholarly view that tends to use other constructs to assess consumer experience. Building on research in e-learning as well as online marketing, we characterize the consumer experiential response to website and environmental stimuli as a dynamic, tiered perceptual spectrum which includes interactivity, telepresence and engagement. We construe engagement as a cognitive and affective commitment to an active relationship with the brand as personified by the website, and we propose dimensions of this construct. We discuss how the constructs of interactivity, flow and involvement are related to but distinct from the constructs within our conceptual framework. We offer suggestions for future empirical research into developing a scale for engagement and assessing its importance and utility.
机译：我们提出了一个概念框架，该框架使从业者的参与度观点成为在线最佳实践的核心，而学术观点则倾向于使用其他结构来评估消费者体验。基于对在线学习和在线学习的研究，我们将消费者对网站和环境刺激的体验响应描述为动态的，分层的感知频谱，其中包括交互性，网真和参与度。我们认为参与是对网站主动化与品牌的积极关系的认知和情感承诺，并提出了这种结构的维度。我们讨论了交互性，流程和参与的构造如何与我们概念框架内的构造相关但又与之不同。我们为未来的实证研究提供建议，以制定参与度规模并评估其重要性和效用。

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