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Moderating Influences on Interactivity Effects

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Advances in Advertising Research (Vol. III)

Part of the book series: European Advertising Academy ((EAA))

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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Author information

Authors and Affiliations

  1. University of Amsterdam, The Netherlands

    Hilde Voorveld

  2. University of Amsterdam, The Netherlands

    Guda van Noort

Authors
  1. Hilde Voorveld
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  2. Guda van Noort
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Editor information

Editors and Affiliations

  1. European University Viadrina Frankfurt (Oder), Frankfurt, Germany

    Martin Eisend

  2. Bergische University Wuppertal, Wuppertal, Germany

    Tobias Langner

  3. Universidad Autónoma de Madrid, Madrid, Spain

    Shintaro Okazaki

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© 2012 Gabler Verlag | Springer Fachmedien Wiesbaden

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Voorveld, H., Noort, G. (2012). Moderating Influences on Interactivity Effects. In: Eisend, M., Langner, T., Okazaki, S. (eds) Advances in Advertising Research (Vol. III). European Advertising Academy. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-8349-4291-3_13

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