International Journal of Human-Computer Studies
Volume 58, Issue 3, March 2003, Pages 281-305
An empirical study of the effects of interactivity on web user
attitude
Hock-Hai
TeoaLih-BinOh
Chunhui Liu
a
Kwok-KeeWeib
a
https://www.sciencedirect.com/science/article/pii/S1071581903000089
Abstract
Despite the growing attention given to Web usability, little is understood as to what Web
design features contribute to Web users’ attitude, a major component of the usability of
a Web site. This research investigates the effects of interactivity level on Web user's
attitude towards commercial Web sites. It extends existing Web interface design and
usability literature by empirically examining the critical roles of interactivity. Three Web
sites with different levels of interactivity were compared in a controlled laboratory
experiment. Three eighteen-person groups completed each treatment. The independent
variable is the incremental levels of interactivity. The dependent variables are
satisfaction, effectiveness, efficiency, value, and attitude towards the Web site. Results
suggest that increased level of interactivity on a Web site have positive effects on user's
perceived satisfaction, effectiveness, efficiency, value, and overall attitude towards a
Web site. Implications for Web site designers and researchers are discussed.
Journal of Interactive Marketing
Volume 26, Issue 4, November 2012, Pages 223-234
Interactivity in Brand Web Sites: Cognitive, Affective, and
Behavioral Responses Explained by Consumers' Online
Flow Experience
Gudavan Noort
Hilde A.M.Voorveld
Eva A.van Reijmersdal
https://www.sciencedirect.com/science/article/pii/S1094996811000776
Abstract
Web site interactivity creates numerous opportunities for marketers to persuade online
consumers and receives extensive attention in the marketing literature. However,
research on cognitive and behavioral responses to web site interactivity is scarce, and
more importantly, it does not provide empirical evidence for how interactivity effects can
be explained. Therefore, the aim of this study was to investigate the underlying principle
that explains the influence of web site interactivity on consumers' cognitive, affective
and behavioral responses: online flow, the web site users' complete immersion in an
online activity (Hoffman and Novak 2009). In two studies, the hypothesis was tested that
a visitor's flow experience in a specific brand web site mediates the effects of
interactivity on the number and type (web site vs. product related) of thoughts, on
attitudes toward the brand and web site, and on several behavioral intentions. The
results provide evidence for the importance of flow in a marketing context, and the
notion that the flow experienced on a specific web site is the underlying mechanism by
which cognitive, attitudinal, and behavioral responses to an interactive brand web site
can be explained.
Highlights
► Two experiments reveal that flow experience to a brand web site mediates
interactivity effects ► Flow mediates web site interactivity effects on the number of and
type of thoughts ► Flow mediates web site interactivity effects on brand and web site
attitudes ► Flow mediates web site interactivity effects on revisit and referral intentions
► Flow is an important concept for understanding online marketing effects
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