How interactivity works? Web-surfing purpose as a moderator between interactivity and advertising message involvement
Date Issued
2011
Date
2011
Author(s)
Wei, Chin-Hsiu
Abstract
This study examines how the three dimension of interactivity (control, direction of communication and synchronicity) affect online users'' information seeking process. We also take a situational factor, web-surfing purpose (utilitarian vs. hedonic) into account, to distinguish if there is a moderating effect on the online users'' involvement. The experiment in this study was conducted with a 2 (control: high/low) × 2 (direction of communication: two-way/one-way) × 2 (synchronicity: high/low) × 2 (web-surfing purpose: hedonic/utilitarian) between-subjects factorial design. The empirical results revealed that all of the three dimensions of interactivity significantly increased online users'' involvement. Furthermore, online users'' web-surfing purpose moderated the effects of these three dimensions. Control and synchronicity had stronger effects on consumer’s involvement for utilitarian users than for hedonic users. In contrast, direction of communication had stronger effects for hedonic users than for utilitarian users. Finally, the empirical results of this study provided companies useful suggestions regarding strategies of using the most suitable feature of interactivity when designing a website.
Subjects
interactivity
control
direction of communication
synchronicity
involvement
web-surfing purpose
Type
thesis
File(s)![Thumbnail Image]()
Loading...
Name
ntu-100-R96725003-1.pdf
Size
23.32 KB
Format
Adobe PDF
Checksum
(MD5):53cd60cd48217f35024cde8ad59e73f3