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Abstract

In an online advertising context this empirical study examines the influence of the interface characteristic Interactivity on important user perceptions and their intention to use a website. Results indicate that social presence and telepresence are significant predictors of attitude toward online advertisements, satisfaction with online advertisements, and subsequent intentions to use a host website. Also indicated by this study is the significant influence of interactivity, as well as consumer involvement and the interaction between these two variables. The outcomes of this study offer preliminary insight into the conceptualization and affect of interface characteristics, such as interactivity, in online advertising.

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