Purpose Digital platform users not only consume but also produce communication related to their experiences. Although service research has explored users' motivations communicate and focused on outcomes such as electronic word-of-mouth (eWOM), it remains largely unexplored how iteratively interact with artifacts potentially create value for themselves, other providers. The purpose of this paper...

Interactive advertising which characterized by interactivity has become the mainstream of advertising by gradually replacing traditional one-way advertising during the new media era. This paper has obeyed the research outline below, literature review, background description, assumption proposed, and empirical analysis. Therefore, this paper proposed the communication model of interactive advert...

The interest in the concept of “interactivity” has increased as we are entering an “always-on” society where people can interact anytime and anywhere. Despite the importance of interactivity in Mobile Commerce (MC) environment, this topic has been given little attention in the academic literature. This paper identified the components of interactivity and investigated the impact of perceptions o...

The internet provides information media and social media for online consumers to seek information on the websites and opinions from other consumers. This study examined how the three dimensions of interactivity (control, communication direction, and synchronicity) affected users’ online information seeking process. Particularly, this study assessed how cognitive involvement and perceived social...

This study attempts to understand how website interactivity (level of active control and direction of communication) can impact purchase intention through consumer involvement. The product type featured on the website is a moderating factor in the effects of interactivity. In a laboratory experiment, subjects were asked to perform purchasing tasks of non-fictional books or greeting cards on web...

I argue that the conundrum exists because the perceived advantage of interactivity in CEL is based on its equivalence to real-life teacher-learner communication. But can (or should) computer-based applications attempt to replicate this level of communication? The evolution of educational technology has been reinforced by rhetoric (from both manufacturers and developers) that computers are inher...

Various Internet-based technologies have been used to offer online customer service. Common to these technologies is their ability to support interactive communication in exchanges with customers. This paper examines the impacts of communications interactivity on customer decision behaviors. We propose that interactivity can improve customer satisfaction and trust through perceptions of respons...