Citation:
Anne Mollen and Hugh Wilson, Engagement, telepresence and interactivity in online consumer experience: reconciling scholastic and managerial perspectives, Journal of Business Research, Volume 63, Issues 9–10, September–October 2010, Pages 919–925
Abstract:
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 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 utilit