Effects Of Structural And Perceptual Factors On Attitudes Toward The Website

McMillan, Sally J.; Hwang, Jang‐Sun; Lee, Guiohk

doi:10.2501/jar-43-4-400-409

Cited by 174 publications

(122 citation statements)

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“…Research on the Internet has shown that the perceived level of interactivity is a major determinant of a user's attitude toward a website, and is even more important than the number of features on a particular site (McMillan et al, 2003). Studies also link the presence of entertaining content to effectiveness.…”

Section: Branding Building Effectmentioning

confidence: 99%

What is SMS advertising and why do multinationals adopt it? Answers from an empirical study in European markets

Okazaki

Taylor

2008

Journal of Business Research

116

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El acceso a la versión del editor puede requerir la suscripción del recurso Access to the published version may require subscriptionWhat is SMS advertising and why do multinationals adopt it? Answers from an empirical study in European marketsShintaro Okazaki a, ⁎ , Charles R. Taylor b,1 This study examines the factors associated with the intention of multinational corporations operating in Europe to implement SMS advertising. It hypothesizes that managerial intentions to use this medium are related to the perceptions of four factors: (1) the ability to build brand image; (2) the ability to use location based marketing; (3) the perceptions of how well consumers accept SMS advertising; and (4) the perceptions of the technological infrastructure. Results support the notion that managers from the European Union, Japan, and the United States will be more likely to adopt SMS advertising if they perceive it has the ability to help build the brand. They are also likely to perceive information security as a threat to the ability to "push" the product through the wireless channel. Results also suggest that managers give significant weight to the penetration of the technological infrastructure needed to run the ads through SMS based messaging service.

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Section: Branding Building Effectmentioning

confidence: 99%

What is SMS advertising and why do multinationals adopt it? Answers from an empirical study in European markets

Okazaki

Taylor

2008

Journal of Business Research

116

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“…Moreover, scholars have suggested that inconsistent findings in empirical studies using structural approaches may result from users engaging with some interactive attributes and ignoring others. In a study examining the effects of structural and perceptual variables on attitudes toward hotel websites, McMillan, Hwang, and Lee (2003) found that the site with the fewest interactive attributes elicited the most favorable evaluations. They argued that one particular feature on that site (a virtual tour) was likely to be used more frequently than other interactive attributes, leading to their counterintuitive finding.…”

Section: How Interactivity Effects Occurmentioning

confidence: 99%

The Mediated Moderation Model of Interactivity

2007

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This paper argues for enhanced consideration of third variables in interactivity research and proposes a "mediated moderation" model to bring increased sophistication to bear on the study of information technology effects. Interactivity, a central phenomenon in new media research, is an elusive concept that has enduringly intrigued and confused scholars. Extant conceptualizations have produced incomplete causal models and have generally ignored the effect of third variables. We conceptualize interactivity as technological attributes of mediated environments that enable reciprocal communication or information exchange, which afford interaction between communication technology and users, or between users through technology. Specifying roles for mediator and moderator variables, this paper proposes a model that incorporates interactive attributes, user perceptions (mediators such as perceived interactivity), individual differences (moderators such as Internet self-efficacy), and media effects measures to systematically examine the definition, process, and consequences of interactivity on users. Lastly, statistical procedures for testing mediated moderation are described.An enduring question and major inconsistency in interactivity research is how to best isolate the concept for systematic investigation. Various definitions and multi-dimensional models have been proposed but current approaches attempt to either mix structural characteristics of media systems, message exchanges, and user perceptions into a single multidimensional construct, or identify one of these factors as the central locus of interactivity (Sundar, 2004). Not surprisingly, the empirical research on interactivity has yielded scattered findings and has been unable to ascertain consistent patterns of effects on users. After three decades of analysis and investigation, we scarcely know what interactivity really is, let alone what MEDIA PSYCHOLOGY, 9,

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“…Several empirical studies indicated that perceived interactivity positively influences the attitude towards the website (Ahn, Hong, & Pedersen, 2014;Cho & Leckenby, 1999;Hwang & McMillan, 2002;Jee & Lee, 2002;McMillan et al, 2003;Schlosser, 2003;Song & Zinkhan, 2008;Wu, 2000;Yoo & Stout, 2001). On the other hand, the findings of the studies, which investigated the relationship between actual interactivity and the attitude towards the website, were inconsistent as some studies found that actual interactivity positively influences the attitude towards the website (Boushra, 2008;Fiore & Jin, 2003) while others indicated a mixed or negative impact (Bezjian-Avery et al, 1998;Bucy, 2004;Coyle & Thorson, 2001;Fortin & Dholakia, 2005;Massey & Levy, 1999;Sundar, 2000;Sundar et al, 2003).…”

Section: Attitude Towards the Websitementioning

confidence: 99%

“…Recent studies have indicated that the attitude towards the website is a significant measure of website advertising effectiveness (Chen & Wells, 1999;Elliott & Speck, 2005;Jee & Lee, 2002;McMillan, Hwang, & Lee, 2003;Rodgers & Thorson, 2000;Wu, 1999). Accordingly, it is becoming increasingly crucial for web advertisers and marketers to gain positive attitudes towards their corporate websites (Wu, 1999).…”

Section: Attitude Towards the Websitementioning

confidence: 99%

“…With the rapid growth of the World Wide Web, advertisers and marketers have been increasingly utilizing the new medium for advertising purposes and incorporating their corporate websites into their marketing communication mix (Goldsmith & Lafferty, 2002;Hwang, McMillan, & Lee, 2003;Loiacono, Watson, & Goodhue, 2007;Stevenson, Bruner, & Kumar, 2000;Song & Zinkhan, 2008;van Noort, Voorveld, & van Reijmersdal, 2012;Voorveld, Neijens, & Smit, 2009;Wang, Wang, & Farn, 2009;Zollet, 2014). A corporate website serves as a strategic advertising and marketing communication tool that enhances customer-relationships and fosters brand-building (McMahan, Hovland, & McMillan, 2009) as it enables consumers to interact with the advertising message and engage with the brand (Yoo, 2009).…”

Section: Introductionmentioning

confidence: 99%

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The Impact of Interactivity on Advertising Effectiveness of Corporate Websites: A Mediated Moderation Model

Fahmy¹,

Ghoneim²

2016

IJMS

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Interactivity is identified as a key component in the new media; however, the complex relationship between interactivity and advertising effectiveness measures has yielded inconclusive results. The purpose of this study is to perform a systematic investigation of the underlying mechanisms between the actual interactivity and the advertising effectiveness measures.This paper proposes a model that empirically examines the role of the perceived interactivity in mediating the impact of actual interactivity on advertising effects; moreover, it studies the moderating role of individual differences on perceived interactivity. The empirical evidence indicates that perceived interactivity mediates the relationship between actual interactivity and purchase intention, the attitude towards the brand, and the attitude towards the website; additionally, it reveals that age plays a significant moderating role between actual and perceived interactivity. Thus, the mediated moderation model is supported. Furthermore, this paper tackles the implications of the interactivity theory building in the practice of marketing communications and interactive advertising.

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Effects Of Structural And Perceptual Factors On Attitudes Toward The Website

Cited by 174 publications

References 0 publications

What is SMS advertising and why do multinationals adopt it? Answers from an empirical study in European markets

What is SMS advertising and why do multinationals adopt it? Answers from an empirical study in European markets

The Mediated Moderation Model of Interactivity

The Impact of Interactivity on Advertising Effectiveness of Corporate Websites: A Mediated Moderation Model

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