The Mediating Role of Perceived Interactivity in the Effect of Actual Interactivity on Attitude Toward the Website

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Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and Vividness Perspective (2017, methodology): “To these ends, we adopt two popular functional mechanisms that can predict the relative effectiveness of AR, namely interactivity and vividness (Jiang and Benbasat 2007; Keng and Lin 2006; Wu 2005).”
Branded Apps: Explaining Effects of Brands’ Mobile Phone Applications on Brand Responses (2019, background): “…cameras, and so on), studies showed that website interactivity translates not only into more positive attitudes towards the site itself (e.g., Wu 2005) but also into positive brand attitudes (e.g., Liu and Shrum 2009; Macias 2003; Sundar, Kalyanaraman, and Brown 2003), brand images and brand…”
A study on the adoption of IoT smart home service: using Value-based Adoption Model (2017, background): “Particularly for sectors such as IT where new technologies are utilised, it has been veriﬁed that consumer attitude has a direct impact on intention to use (Wu, 2005).”