What Is The Ideal Website? Need for Cognition as a Moderator between Website Interactivity and User Involvement

Abstract
This study examines how people process information and how interactivity effects information processing through three factors: control, direction of communication and synchronicity by exposing users to an interactive Web site compared to a non-interactive one. Given consistent information made available in eight different conditions, we attempted to examine if interactivity resulted in different situational involvements and thus cause different outcome on attitude and satisfaction. Moreover, we tried to uncover the factors of interactivity that contributes to positive/negative effects that strengthen/weaken the relation between interactivity, involvement, attitude and customer satisfaction. Finally, we take an individual difference variable—Need for Cognition into account, to distinguish if it has a moderating impact on the dependent variables under different interactivity conditions.