The Effect of Web Characteristics on Relationship Building

Samsup Jo · Yungwook Kim

181 citations0/0 files storedJournal of Public Relations Research

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Abstract

The purpose of this article is to examine the relationship between Web characteristics and perceptions toward relational components. A 2 (low interactivity and high interactivity) x 2 (text-oriented and multimedia-oriented) between-group experiment was designed with 197 participants to investigate this question. The outcomes showed that interactivity has significant effects on relationship building. However, the interaction effects between interactivity and medium arrangement suggest that nonessential arrangement of interactivity and multimedia did not enhance positive perceptions of relationships with the organizations. Interactivity, however, showed that the main effect, multimedia orientation, did not. The application of interactivity on the Web was discussed for better relationship building.

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References

2019Diffusion of Innovations 1 1989The Practice of Social Research 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 2018MANAGING PUBLIC RELATIONS 2000The Limited Capacity Model of Mediated Message Processing 1998Building dialogic relationships through the world wide web 2000Perceptions of Internet Information Credibility 1991Maintenance Strategies and Romantic Relationship Type, Gender and Relational Characteristics

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