Interactivity and its Facets Revisited: Theory and Empirical Test
Interactivity is reviewed with the goal of addressing several important shortcomings in existing work: a need for generalizability of definitions across all situations and technologies; an explicit incorporation of the nonverbal facet of communication; and a reconsideration of control as an intrinsi...
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| Veröffentlicht in: | Journal of advertising 2006-12, Vol.35 (4), p.35-52 |
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| container_end_page | 52 |
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| container_issue | 4 |
| container_start_page | 35 |
| container_title | Journal of advertising |
| container_volume | 35 |
| creator | Johnson, Grace J. Bruner II, Gordon C. Kumar, Anand |
| description | Interactivity is reviewed with the goal of addressing several important shortcomings in existing work: a need for generalizability of definitions across all situations and technologies; an explicit incorporation of the nonverbal facet of communication; and a reconsideration of control as an intrinsic aspect of all manners of interactivity. Based on this review, four facets of interactivity are proposed and tested experimentally. Three of the facets--responsiveness, nonverbal information, and speed of response--were found to be significantly related to perceived interactivity. It is important to note that support was also found for modeling interactivity as a second-order formative construct. Implications of the findings for interactivity theory, as well as for managers developing advertising strategies using interactive media, are discussed. |
| doi_str_mv | 10.2753/JOA0091-3367350403 |
| format | Article |
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| fulltext | fulltext |
| identifier | ISSN: 0091-3367 |
| ispartof | Journal of advertising, 2006-12, Vol.35 (4), p.35-52 |
| issn | 0091-3367 1557-7805 |
| language | eng |
| recordid | cdi_jstor_primary_20460754 |
| source | EBSCOhost Business Source Complete; JSTOR Archive Collection A-Z Listing |
| subjects | Advertising Advertising research Business studies Communication Communication channels Communications media Conceptualization Electronic commerce Internet Marketing Multimedia materials Nonverbal communication Social interaction Websites |
| title | Interactivity and its Facets Revisited: Theory and Empirical Test |
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