The role of perceived interactivity in interactive ad processing

This dissertation conceptualizes the construct of perceived interactivity and theorizes its role in interactive ad processing within a theoretical framework. The antecedents of perceived interactivity are made up of three categories (1) Object factors; (2) Individual differences; (3) Situational factors. Perceived interactivity is a three-factor variable consisting of perceived control, perceived responsiveness and perceived personalization. It is recognized that actual interactivity and perceived interactivity are two distinctively different but related constructs. Actual Interactivity is enabled by interactive technologies while perceived interactivity is a mental construct. As such, their effects on advertising effectiveness measures are not the same. The results indicate that perceived interactivity is truly a three-dimensional construct, which produces significant effects on attitude toward the ad, attitude toward the brand, and purchase consideration in both Study 1 and Study 2. On the other hand, actual interactivity only has an effect on attitude toward the Ad (only in Study 2), but fails to find any significant effects on attitude toward the brand, and purchase consideration. The practical implications of these results for interactive advertising and e-commerce are discussed. Limitations of this research are pointed out and future directions for research are proposed.