Measures of Perceived Interactivity: An Exploration of the Role of Direction of Communication, User Control, and Time in Shaping Perceptions of Interactivity

McMillan, Sally J.; Hwang, Jang‐Sun

doi:10.1080/00913367.2002.10673674

Cited by 796 publications

(618 citation statements)

References 41 publications

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“…Contrary to structural approaches, the degree of interactivity, which is now presumed to have variable effects, is reflected in the extent to which users subjectively experience interactivity. Perceptual approaches have begun to attract research attention as a promising alternative to message-oriented or technology centered studies given their focus on the user (Bucy, 2004a;Bucy & Newhagen, 1999;Lee, 2000;McMillan & Hwang, 2002;Newhagen, Cordes, & Levy, 1995;Wu, 1999Wu, , 2005. As Chaffee (1996) once commented in relation to telepresence, conceptualizing interactivity from the point of view of user perceptions "can direct a coherent program of research" (p. 21).…”

Section: Perceptual Approaches: Positioning the Mediator As The Predimentioning

confidence: 99%

“…Wu (1999) contends that perceived interactivity is "a two-component construct consisting of navigation and responsiveness." McMillan and Hwang (2002) conducted a scale development exercise, generating three dimensions of perceived interactivity: real-time conversation, no delay, and an engaging aspect. Liu (2003) validated a multidimensional scale of perceived interactivity consisting of active control, two-way communication, and synchronicity.…”

Section: Perceptual Approaches: Positioning the Mediator As The Predimentioning

confidence: 99%

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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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Section: Perceptual Approaches: Positioning the Mediator As The Predimentioning

confidence: 99%

Section: Perceptual Approaches: Positioning the Mediator As The Predimentioning

confidence: 99%

The Mediated Moderation Model of Interactivity

2007

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show abstract

“…구체적으로 살펴보면 유 형성 신뢰성 대응성은 그대로 두고 능력, 예절, 신용도, 안정성은 보증성으로 접근성, 커뮤니케이션, 고객의 이해 등은 공감성으로 통합하였다 [73] . [45] . 인터넷에서 나타나는 상호작용성은 크게 기능적 상호작용성과 인지 된 상호작용성으로 구분된다 [67] .…”

Section: Sns 이용과 관련된 기존의 연구에서는 이용자의 Sns 이용 동기 및 참여행태를 보는 데 있어 정치․사회unclassified

“…인터넷에서 나타나는 상호작용성은 크게 기능적 상호작용성과 인지 된 상호작용성으로 구분된다 [67] . 기능적 상호작용성은 웹 사이트의 기술적 속성으로 결정되는 상호작용성이고, 이 용자가 기능적 상호작용성을 주관적으로 지각하는 정도 를 인진된 상호작용성이라고 한다 [45] . [33] .…”

Section: Sns 이용과 관련된 기존의 연구에서는 이용자의 Sns 이용 동기 및 참여행태를 보는 데 있어 정치․사회unclassified

The Effect of the SNS service and personal characteristics on Participation Intention

Oh¹,

Lee²,

An³

et al. 2017

JIIBC

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Recently, Due to advances in smart-phones and mobile devices, the use of SNS is increasing in recent years. Online networking is building new paradigms in terms of creating personal needs. Along with the nature of mobile devices, it is expected to have a lot of impact on SNS service participation. The study focused on the effect of SNS on SNS participation and ease of use of social characteristics and ease of use of SNS. A survey was conducted on a survey of SNS users and analyzed the data through the structural equations. The study found that the study of social networking was statistically significant in terms of the intent of identifying the usefulness of SNS and ease of use and ease of use.

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“…These variables include information quality, credibility, flow, telepresence, enjoyment, concentration, engagement, web skills, challenge, interactivity, interactive speed, control (ease of use, customisation, connectedness), website aesthetics and emotions. (See Rose et al, 2012;Novak, 2009;Ding et al, 2009;Mollen;Wilson, 2010;Faiola et al, 2013;Brodie et al, 2013;Mathwick et al, 2005;Macmillan;Hwang, 2002;Song;Zinkhan, 2008;Hilligoss;Rieh, 2008;Van Noort et al, 2012;Wu et al, 2013;Shrum, 2002;Lee;Jeong, 2010;Harris;Goode, 2010.) While these variables have been outlined individually many have overlapping features and can be deemed as antecedents of variables within various research studies.…”

Section: Online Customer Experiencementioning

confidence: 99%

Evolving the online customer experience … is there a role for online customer support?

McLean

Wilson

2016

Computers in Human Behavior

132

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This paper explores the online customer experience (OCE) in relation to a utilitarian search for government provided business support services. The aim of this research is to understand the variables that can influence customers searching for business support services online and to explore the potential role of online customer support via social interaction during a customer's online experience. Through the use of indepth interviews and structural equation modeling, this study establishes a theoretical framework outlining the variables that have the potential to influence the online customer experience within the business support environment. This paper provides further theoretical understanding of the OCE through the introduction of information quality, website credibility and the length of time spent on the website, as variables influencing the OCE. In addition, this paper establishes the need for online customer support during a utilitarian search for business support information and services.

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Measures of Perceived Interactivity: An Exploration of the Role of Direction of Communication, User Control, and Time in Shaping Perceptions of Interactivity

Cited by 796 publications

References 41 publications

The Mediated Moderation Model of Interactivity

The Mediated Moderation Model of Interactivity

The Effect of the SNS service and personal characteristics on Participation Intention

Evolving the online customer experience … is there a role for online customer support?

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