Four-mode Channel interactivity Concept & Channel preferences Hezi Taniani. The Interdisciplinary Center Herzliya (IDC), 2010
Jul 27, 2015
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:
• 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
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
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.