Measures of Perceived Interactivity: An Exploration of the Role of Direction of Communication, User Control, and Time in Shaping Perceptions of Interactivity

By Sally J. McMillan, Jang-Sun Hwang. 2002

1,149 citations recorded by the source corpus.

Subfields: Information Systems and Management, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/40005d79caa9b3638f056ab4e0405520212faf1a

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Citations in the corpus

Dimensions of effective CSR communication based on public expectations (2018, background): “…the effective CSR communication dimensions and other possible mediating or moderating factors such as knowledge (Smith and Park 1992), engagement (McMillan and Hwang 2002), trust in CSR commitment (Coombs and Holladay 2011), CSR skepticism (Basu and Palazzo 2008; Du, Bhattacharya, and Sen 2010),…”
THE IMPACT OF PERCEPTIONS OF INTERACTIVITY ON CUSTOMER TRUST AND TRANSACTION INTENTIONS IN MOBILE COMMERCE (2005, background): “The focus on perception is consistent with marketing, advertising, and communication traditions [McMillan and Hwang 2002].”
Expressive Versus Consumptive Blog Use: Implications for Interpersonal Discussion and Political Participation (2013, background): “Further, the interactive features of digital media—such as real-time conversation, engaging, and no delay in message delivery (McMillan and Hwang 2002)—transform the traditional power dynamics in the relationship between information provider and receiver.”
INTERNET USES AND GRATIFICATIONS: A Structural Equation Model of Interactive Advertising (2005, background): “In addition, some studies have highlighted the positive role of interactivity on advertising effectiveness on the Internet, but without directly measuring attitudes toward the site (Cho 1999; Ghose and Dou 1998; McMillan and Hwang 2002).”
Perceived interactivity leading to e-loyalty: Development of a model for cognitive-affective user responses (2009, background): “958 for e-Loyalty, which is well past the thresholds recommended by Rivard and Huff (1988) and Nunnally (1978). Similarly, the composite reliability of each reflective construct exceeded the recommended threshold of 0.”
The Mediating Role of Perceived Interactivity in the Effect of Actual Interactivity on Attitude Toward the Website (2005, methodology): “In particular, the actual interactivity research stream should strive to incorporate the perspective of the perceived interactivity research stream by measuring perceived interactivity using an itemized scale (e.g., McMillan and Hwang 2002; Wu 2000).”
Enhancing perceived interactivity through network externalities: An empirical study on micro-blogging service satisfaction and continuance intention (2012, background): “Although plenty of studies have been conducted on interactivity, research on perception-based interactivity is still lacking [44].”
Enhancing the online decision-making process by using augmented reality: A two country comparison of youth markets (2017, background): “Additional technology characteristics should be investigated such as perceived control with regard to navigation or content (McMillan and Hwang, 2002; Song and Zinkhan, 2008; Wu, 2006).”
Effects of Interactivity on Website Involvement and Purchase Intention (2010, methodology): “We assessed the manipulation of active control using a scale adapted from Liu (2003) and McMillan and Hwang (2002).”
Reinquiry into Advertising Avoidance on the Internet: A Conceptual Replication and Extension (2016, background): “On the other hand, the online environment also empowers consumers, thereby enabling them to either welcome or avoid Internet advertisements (Johnson 2013; McMillan and Hwang 2002).”
EFFECTS OF INTERACTIVITY IN A WEB SITE: The Moderating Effect of Need for Cognition (2005, methodology): “A computer is also a product in which information is an important attribute (McMillan and Hwang 2002; Sheehan and Doherty 2001), and it can therefore benefit from the Web.”