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This study examined the relationship between interactive attributes and the consumer browsing behavior at e-commerce websites based on the two contending theoretical frameworks: uses and gratification theory and social cognitive theory. While the former assumes that consumers are rational and try to minimize their search and transaction costs through online shopping, the latter relaxes the assumption of rational consumers arguing that consumers can be impulsive from deficient self-regulation. From the empirical study of the top 65 e-commerce websites, this study found out that interactive attributes supporting each of the two contending theoretical perspectives coexist at e-commerce sites: some attributes promoting rational consumer¡¯s efficient shopping activity and the others enticing impulsive consumer¡¯s inefficient browsing behavior. Even among the competing interactive attributes with the opposite directional influences, the sensory stimulus (the picture size of the products) turned out to be the most influential attribute for making e-commerce websites sticky by attracting and holding consumers in the websites.
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