Antecedents and consequences of perceived interactivity
An exploratory study
Joonhyung JeeThe University of Texas at Austin
and
WeiNa LeeThe University of Texas at Austin
Introduction
Over the past decades, rapid advancement in media technology has made using the Internet a central part of consumers' daily lives. An essential characteristic that differentiates the Internet from traditional media is the concept of interactivity (Coyle and Thorson 2001; Hoffman and Novak 1996; Pavlik 1996). Practitioners and researchers alike have credited interactivity for helping generate...