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Erschienen in:
Response to Probability Markers in Advertising of Hedonic and Utilitarian Services in Belgium and Croatia Kapitel lesen Erstes Kapitel lesen

2012 | OriginalPaper | Buchkapitel

Moderating Influences on Interactivity Effects

verfasst von : Hilde Voorveld, Guda van Noort

Erschienen in: Advances in Advertising Research (Vol. III)

Verlag: Gabler Verlag

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Abstract

Research on website interactivity is widespread and there are two important reasons for this popularity. The first is that interactivity is assumed to be the key characteristic that distinguishes communication in traditional media from communication in new media such as websites (Chung and Zhao, 2004; Jo and Kim, 2003). The second reason for the great interest in website interactivity is the generally positive influence of website interactivity on affective consumer responses to websites. While there is also some discussion on the possible detrimental or inverted u-shaped influence of interactivity on information processing (Liu and Shrum, 2002), a bulk of studies have shown that interactive websites are more positively evaluated and this positive website evaluation generally spills over to positive evaluations of the content that is presented in this website.

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Vorheriges Kapitel Social Media Marketing: How Design Features Influence Interactions with Brand Postings on Facebook
Nächstes Kapitel The Perceived Usefulness of Online Review Sets: The Role of Balance and Presentation Order
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Metadaten
Titel
Moderating Influences on Interactivity Effects
verfasst von
Hilde Voorveld
Guda van Noort
Copyright-Jahr
2012
Verlag
Gabler Verlag
Buch
Advances in Advertising Research (Vol. III)

Print ISBN: 978-3-8349-4290-6

Electronic ISBN: 978-3-8349-4291-3

Copyright-Jahr: 2012

DOI
https://doi.org/10.1007/978-3-8349-4291-3_13