PurposeThe purpose of this study is to develop an empirical model by understanding the relative significance of interactive technological forces, such as chatbots, virtual try-on technology (VTO) and e-word-of-mouth (e-WOM), to improve interactive marketing experiences among consumers. This study also validates the moderating role of the perceived effectiveness of e-commerce institutional mechanism (PEEIM) as a moderator between attitude and continued intention. Design/methodology/approachData were collected through personal visits and an online survey. The link to the survey questionnaire was shared on different social media platforms and social networking sites. A total of 362 responses obtained in the online and offline modes were considered for this study. Findingse-WOM emerged as the strongest predictor of attitude, followed by chatbots and VTO. The results of this study revealed that PEEIM did not moderate the relationship between attitude and continued intention. Originality/valueUsing the self-determination theory and behavioral reasoning theory as theoretical frameworks, this study is an initial endeavor in the online shopping context to empirically validate interactive forces like chatbots, VTO, e-WOM and PEEIM as moderators together to arrive at a holistic framework. These forces, in turn, act as significant contributors to online shopping satisfaction.
