Perceived interactivity leading to e-loyalty: Development of a model for cognitive-affective user responses

By Dianne Cyr, Milena M. Head, Alex Ivanov. Int. J. Hum. Comput. Stud., 2009

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Enhancing perceived interactivity through network externalities: An empirical study on micro-blogging service satisfaction and continuance intention (2012, background): “For example, although increased interactivity has been proved to positively affect users' attitudes toward a website [64] and to increase website loyalty [12], more studies directed at enhancing the perception of interactivity are still needed.”
‘It’s an illusion, but it looks real!’ Consumer affective, cognitive and behavioural responses to augmented reality applications (2016, background): “Higher perceived interactivity yields higher e-loyalty when mediated by enjoyment and e ﬃ ciency (Cyr et al., 2009) and also strong brand, website attitude and even behavioural intentions when mediated by ﬂ ow (Van Noort et al., 2012).”