Is website interactivity always beneficial? an elaboration likelihood model approach
Date Issued
2013
Author(s)
DOI
https://doi.org/10.1007/978-3-658-02365-2_10
Abstract
In the evolving arena of mediated communication technology such as the Internet, interactivity becomes one of the most valuable features because it enables two-way or multiple communications. Interactivity distinguishes traditional media (TV, radio) from new or digital ones (Internet). Most importantly, it appears that interactive communication generates not only unprecedented behaviors but also new models of consumer behavior.