Determinants of Perceived Web Site Interactivity

Interactivity is a key feature of Web sites. This article identifies the determinants that enhance user perceptions of interactivity in a communication scenario in which consumers send instant messages to an e-store. Two conceptualizations of interactivity—telepresence theory and interactivity theory—predict that different antecedents (e.g., the number of clicks, response time, message type) are important. The results of Experiment 1 indicate that message type (i.e., how personal a particular message is) is the strongest predictor of interactivity perceptions. Furthermore, the findings suggest that the effects of message type on perceived interactivity and Web site effectiveness are greater when consumers are…