Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives

We propose a conceptual framework that reconciles the practitionersʹ 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 interactivity, 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 utility.