The Mediating Role of Perceived Interactivity in the Effect of Actual Interactivity on Attitude toward the Website
Guohua Wu San Jose State University
Introduction
The issue of actual versus perceived interactivity...
The Mediating Role of Perceived Interactivity in the Effect of Actual Interactivity on Attitude toward the Website
The purpose of this research is to reconcile seemingly inconsistent findings regarding the effects of interactivity on communication outcomes such as attitude toward the website in two different interactivity research streams (i.e., actual interactivity vs.
