Four-mode Channel interactivity Concept & Channel preferences

Hezi Taniani. The Interdisciplinary Center Herzliya (IDC), May 2010

Bela Florenthal Aviv Shoham

Butler University,

Indianapolis

University of Haifa

Published in 2007 by:

• Research:

How consumer interact with

product & how this interaction

impacts channel preferences?

• Paper’s purpose:

1. proposes alternative conceptualization of interactivity that distinguished in 4 modes:

Human Message Medium Product

2. seeks to develop a framework of channel preferences

Human related mode

Message related mode

Medium related mode

Product related mode

InterpersonalCommunicati

on

Customization

Affordance

Accessibility

Navigation

Scholars Companies

• Debate on Channel preferences:

Perceptions of interactivity mode

• Human related mode- F2F Communication

Physical StoresWeb Stores

More Interactive!

• Message related mode- Customization of product information

More Interactive!

• Medium related mode- Accessibility of Time & Location

More Interactive!

• Product related mode- Affordances: Direct & indirect Interactions

More Interactive!

Human related mode

Product related mode

Web Stores

Physical Stores

Message related mode

Medium related mode

• Consumers' Preferences

(e.g. Digital Camera)

- Based on Personal & situational characteristics

(e.g. Shoes)

• Summary

Channels will be perceived as offering

different modes of interactivity.

• Summary

Interactivity modes are shaped by personal &

situational characteristic (Personality, mood,

motive).

• Summary

When consumers find a match between their

preferences and perception of

interactivity mode within a channel, they will

prefer to shop in that channel.

Our Critic…

Hezi Taniani. The Interdisciplinary Center Herzliya (IDC), May 2010