Effects of Perceived Interactivity on Web Site Preference and Memory: Role of Personal Motivation

Hwiman Chung · Xinshu Zhao

124 citations0/0 files storedJournal of Computer-Mediated Communication

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Digital Marketing and Social Media Marketing and Advertising Strategies Media and Digital Communication

Abstract

The main purpose of this study is to explore theoretically and empirically the effects of consumers' different surfing behaviors in terms of advertising effectiveness in the new media context. This study attempts to answer two primary questions: (1) What effect does interactivity have on attitude and memory? (2) What is the role of individual motivation on clicking behavior on the Web site? In this study, perceived interactivity was also found to influence consumers' attitudes toward the ad and memory for its contents. This finding is consistent with literature about the effects of interaction on attitude and memory. Results of this study showed a positive impact of perceived interactivity on both attitude and memory.

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References

1996Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations 1980Heuristic versus systematic information processing and the use of source versus message cues in persuasion.1968A Theory of Psychological Reactance 1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1981Attitudes and Persuasion: Classic and Contemporary Approaches 1979An Information Processing Theory of Consumer Choice 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context 1986The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations

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