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Cited by 1,082

The DOI matches its Crossref record; 4 of the 4 references it cites were found in a registry or an index.

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·2002·Journal of Advertising
DOI 10.1080/00913367.2002.10673674
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Abstract

Interactivity is an often mentioned but seldom operationalized concept associated with the World Wide Web. Interactivity has been positioned conceptually as a process, a function, and a perception, but most operational definitions have focused on the process or function. This study develops scales to operationalize the perception-based approach to interactivity, because consumer perceptions are central to advertising research. Three overlapping constructs that are central to interactivity are explored: direction of communication, user control, and time. A multistage method is used to identify and refine measures of perceived interactivity (MPI). The 18 items included in the MPI offer researchers a tool for measuring a consumer perception central to advertising on the Web.

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Metadata

Authors
McMillan, S. J., & Hwang, J.-S.
Venue
Journal of Advertising
Publisher
Informa UK Limited
Published
2002-10
Volume
31
Issue
3
Pages
29-42
ISSN
  • 0091-3367 (ISSN-L)
  • 1557-7805
DOI
10.1080/00913367.2002.10673674
OpenAlex
W1968755157
Cited by
1,082
References
4
FWCI
50.77
Type
journal article
Language
en
Open access
closed

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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

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