![Sample our Humanities journals, sign in here to start your FREE access for 14 days]({"type":"image" , "src" : "/sda/5939/TOC-Subject-Sample-2021-Humanities.jpg"})
ABSTRACT
The purpose of this research is to reconcile seemingly inconsistent findings regarding the effects of interactivity on communication outcomes such as attitude toward the website in two different interactivity research streams (i.e., actual interactivity vs. perceived interactivity) by proposing that perceived interactivity mediates the effect of actual interactivity on attitude toward the website. Empirical evidence supports the mediating role of perceived interactivity. Implications of the findings are discussed in terms of building a theory of interactivity and providing practical insights into interactive advertising and marketing communications.
ACKNOWLEDGMENTS
This research is part of the author’s doctoral dissertation. The author would like to acknowledge financial support from the 1999-2000 Continuing Fellowship of The University of Texas at Austin. The author wishes to thank his dissertation committee members -- John Leckenby, Patricia Stout, Wei-Na Lee, Frederick Williams, and Andrew Whinston for their support and encouragement. In addition, he wishes to thank Sally McMillan, the three anonymous JIAD reviewers, Diana Stover, and Therese Louie for their helpful comments.
Additional information
Guohua Wu (Ph.D., The University of Texas at Austin), Assistant Professor of Advertising, School of Journalism & Mass Communication, San Jose State University. His research interests include interactive advertising and marketing, cross-cultural consumer behavior, and e-commerce. He has published in International Journal of Advertising, Journal of Consumer Marketing, and Journal of Current Issues and Research in Advertising. Email: [email protected]