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
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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Cites
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Cited by
Labrecque, L. I. (2014) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2013.12.003 · Cited by 971
Can a Retail Web Site Be Social?
Wang, L. C., Baker, J., Wagner, J. A., & Wakefield, K. (2007) · Journal of Marketing · doi:10.1509/jmkg.71.3.143 · Cited by 672
Why do people use food delivery apps (FDA)? A uses and gratification theory perspective
Ray, A., Dhir, A., Bala, P. K., & Kaur, P. (2019) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2019.05.025 · Cited by 613
Personalization versus Customization: The Importance of Agency, Privacy, and Power Usage
Sundar, S. S., & Marathe, S. S. (2010) · Human Communication Research · doi:10.1111/j.1468-2958.2010.01377.x · Cited by 588
Blasco-Arcas, L., Buil, I., Hernández-Ortega, B., & Sese, F. J. (2013) · Computers & Education · doi:10.1016/j.compedu.2012.10.019 · Cited by 568
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
- OpenAlex
- W1968755157
- Cited by
- 1,082
- References
- 4
- FWCI
- 50.77
- Type
- journal article
- Language
- en
- Open access
- closed
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