Title: The Mediating Role of Perceived Interactivity in the Effect of Actual Interactivity on Attitude Toward the Website
Abstract:The purpose of this research is to reconcile seemingly inconsistent findings regarding the effects of interactivity on communication outcomes such as attitude toward the website in two different inter...The purpose of this research is to reconcile seemingly inconsistent findings regarding the effects of interactivity on communication outcomes such as attitude toward the website in two different interactivity research streams (i.e., actual interactivity vs. perceived interactivity) by proposing that perceived interactivity mediates the effect of actual interactivity on attitude toward the website. Empirical evidence supports the mediating role of perceived interactivity. Implications of the findings are discussed in terms of building a theory of interactivity and providing practical insights into interactive advertising and marketing communications.Read More
Publication Year: 2005
Publication Date: 2005-03-01
Language: en
Type: article
Indexed In: ['crossref']
Access and Citation
Cited By Count: 272
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