A multi‐attribute model of web site interactivity and customer satisfaction: An application of the Kano model

The purpose of this paper is to address the following questions in the context of a transactional web site. How do web site attributes influence customer satisfaction? Will an increase in the performance of a specific attribute lead to increased satisfaction?

Since interactivity is considered a distinguishing characteristic of the new media and a web site is composed of multiple attributes, the paper empirically examines the interactivity‐satisfaction relationship at the individual attribute level using the Kano methodology. Changes in the interactivity‐satisfaction relationships over time and with user experience are also analyzed.

The paper identifies several relationships between interactive web site attributes and customer satisfaction. At this stage of web development, no attribute emerges as a “must‐be” attribute; one‐dimensional or linear attributes are common but not the only category of interactive attributes. In addition, mixed and attractive attributes were also found. Moreover, the paper confirms that Kano categories shift over time and with usage experience.

Different web site design strategies should be used depending on users' online experience and the various relationships between interactive web site attributes and customer satisfaction.

No previous research has yet examined interactivity at the attribute level. Web site designers and managers have to make decisions regarding each attribute. Adopting the Kano methodology, widely used in other areas of research, this paper examines the relationships between attribute‐level interactivity and customer satisfaction with a retail web site.