Effects of Perceived Interactivity on Web Site Preference and Memory: Role of Personal Motivation
Article first published online: 23 JUN 2006
Journal of Computer-Mediated Communication
Volume 10, Issue 1, page 00, November 2004
How to Cite
Chung, H. and Zhao, X. (2004), Effects of Perceived Interactivity on Web Site Preference and Memory: Role of Personal Motivation. Journal of Computer-Mediated Communication, 10: 00. doi: 10.1111/j.1083-6101.2004.tb00232.x
- Issue published online: 23 JUN 2006
- Article first published online: 23 JUN 2006
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.