摘要
This study attempts to examine whether ＂trust＂ and ＂satisfaction＂ in a brand website are affected by the level of website interactivity as well as the four facets （aesthetics, playfulness, service excellence, and customer return on investment） of the Experiential Value. Three interactive versions （low, medium, and high） of a website for a fictitious laptop brand were designed. An online experiment was conducted 180 students participated in the study. Data analysis indicated that higher levels of trust and satisfaction were generated when participants were exposed to the low interactive version of the website. Regarding the four facets of Experiential Value, aesthetics and customer return on investment （croi） have positive relationship with both trust and satisfaction in the brand website. Playfulness appears to have negative whereas excellence does not have significant relationship with trust and satisfaction. Limitations and guidelines for future research are provided.
