The theory of interface involvement is used to analyze the influence of physical-medium and content-presentation interfaces on consumer response. Consumer responses to print and Web-based catalog stimuli are examined. The results support interface-involvement theory, which holds that a print physical-medium interface is more effective than a Web-based physical-medium interface in stimulating consumer involvement with retailer offerings and a positive consumer response. They also indicate that media vividness and other elements of the content-presentation interface employable on a Web site stimulate higher levels of consumer involvement with retailer offerings and a more positive consumer response than a content-presentation interface of direct on-line replication of printed material. The implications for academics and practitioners are discussed. KEY WORDS AND PHRASES: Human-computer interaction, user interface.To most users the interface is the system.- Kendall and Kendall [27, p. 663] Hoque and Lohse argue that the promise of electronic commerce is founded, to some extent, on the underlying user interface [22]. Whereas traditional user interfaces, such as print, are well-accepted modes of information exchange in the commercial marketplace, the computer interface is relatively new and provides new means of transacting with consumers. Central to the effectiveness of a user interface is its ability to facilitate the transmittal of information to the user [47,49,66, 69]. A user interface consists of a physical medium (i.e., hardware) and content presentation (i.e., software) interface elements [3,35]. These user interface elements influence the experience of consumers interacting with a retailer's product offering and can determine the level of interface involvement (i.e., the ability of a user interface to facilitate user involvement with the material presented through the interface) [62,63, 69]. Higher interface involvement increases user involvement with the retailer's product offering or other information presented. Increased consumer involvement with the retailer's product offering results in the consumer's more actively processing the information [2, 58], leading to a more positive consumer response (attitude, product evaluation, and shopping intentions) [2]. Electronic commerce, and in particular Web-based retail commerce, is based upon the computer interface conduit through which retailers present information to current and potential customers [15]. User interface elements (i.e., physical medium and content-presentation interfaces) influence the experience of consumers interacting with the retailer's Web site, stimulating involvement with the information presented and consequently influencing consumer responses [62]. However, central to the stimulation of consumer involvement with the retailer's product offering is the suggestion that the physicalDownloaded by [University of Nebraska, Lincoln] at 13:18 10 April 2015 136 GRIFFITH, KRAMPF, AND PALMER medium interface of the Web itself has a high level of i...

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Perceived consumer risk is explored in relation to online (Internet) purchasing using a cross-national sample (N=562) from the United States, Canada and U.K. Objectives of the study are to determine if experience in online purchasing reduces perceived risk, if perceived risk varies across product/service categories and if certain types of risk are more important in purchasing certain products/services. Lastly, does national culture affect perceptions of risk? Results are discussed and suggestions are offered to managers on how to reduce perceived risk, thus increasing online purchasing in the three countries examined.

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<span>This investigation focuses on the relationship between the level of acculturation of Hispanics and their preferences in terms of language and models used in print advertisements. An on-site advertising experiment was conducted with 501 adult respondents in El Paso, Texas. The LAECA acculturation scale items were used in conjunctions with cluster analysis to identify three groups exhibiting varying degrees of acculturation. Results indicated significant differences in advertising preferences. Managerial implications are discussed.</span>