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.
  
The Mediating Role of Perceived

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...