Dimensions of Interactivity: Differential Effects of Social and Psychological Factors

Despite frequent acknowledgment that interactivity is multidimensional, previous studies have measured and treated the construct as if it were unidimensional, failing to see the differences that exist among latent dimensions. This study investigates how the latent factors of perceived interactivity differ in terms of their relationships with various social factors, including social network density and frequency of interactions, as well as with psychological factors, such as individuals' need for cognition. By conducting a factor analysis and a series of multiple regression analyses, it was found that the dimensions were differentially influenced by social and psychological indicators.