What determines an engaging website?: An empirical study of website characteristics and operational performance

With the emergence of a knowledge-based, digital economy, value creation is predicated on the ability to enhance consumer access, engagement, and interactivity. The requirements for successful website features that build on access and interactivity, however, are not in accord with some consumer surveys that indicate dissatisfaction with online transactions. We argue that access and interactivity alone do not necessarily lead to operational performance (page views and duration), but that the relationship is critically influenced by consumer browsing activities and website characteristics. In this paper, we examine two specific characteristics that are hypothesized to be positively related to the operational performance: the extent to which the activity is search-based versus experience-based, and website characteristics that induce consumer engagement. Using data obtained from 177 Korean websites, our results support our hypotheses. Even so, findings also suggest some confounding features of search and browsing activities. Collectively, this study corroborates contemporary views of consumers as actively engaged in the process of value creation.