A variety of information and communication media have been employed to support the interaction of consumers with products and sales representatives in electronic-commerce (EC). But, the question of what impact those media have on consumers in EC has not been sufficiently addressed in the literature. The objective of this study is to investigate the effect of the richness of consumers’ interaction with products and with sales representatives on changes in their attitude towards and their intention to use business-to-consumer (B2C) EC. Controlled lab experiments were conducted using two types of products and multiple levels of interaction richness. The results show that interaction richness has positive impact on consumers’ attitude towards B2C EC. Additionally, the study finds that the impact is stronger in the case of purchasing a high-complexity product than a low-complexity product, and that consumers’ attitude change is positively related with their intention to use B2C EC. Differential effects on two facets of attitude, ease of use in accomplishing the tasks and usefulness were observed leading to interesting implications and future research directions.

Consumer interaction with product information is one of the critical components in business-to-consumer (B2C) e-commerce environments. Online consumers' characteristics can be expected to play an important role when designing how product information is presented in such e-commerce environments. We suggest that online consumers' personality traits impact effectiveness of the presentation of product information on e-commerce sites and the extent to which the various e-commerce environments are effective. In this article, we propose and empirically validate relationships among online consumers' personality traits, product information presentation richness and on-line consumer behaviour in e-commerce environments. Results show that effectiveness of product information presentation varies by online consumers' psychological types, and that rich product information presentation significantly influences the online buying behaviour of intuitive types, and feeling types, rather than sensing and thinking types. Discussion of the results and their implications for theory and practice as well as limitations and future research directions are presented.