To investigate relative effectiveness of the dimensions of interactivity

  • Hui Wang

Student thesis: Doctoral Thesis


This thesis is about interactivity. It is about the dimensions of interactive communication which have become a major element of contemporary marketing practice. The concept of interactivity has been explored in the fields of advertising research, and communication and media studies. However, there is an overall absence of any published work concerning research into the dimensions of interactivity, in the marketing domain.

This thesis seeks to correct this situation and investigates the relative effectiveness of the dimensions of interactivity, set in the context of travel weblogs. The aim is to determine how three principal dimensions of interactivity namely, active control, two-way communication, and real-time communication, affects users‟ attitudes and usage intentions. This thesis also examines the effect of motive factors, such as social interaction, information of travel weblogs, and enjoyment, upon a user's attitudes and usage intentions. The relationships among these variables are examined within a research framework provided by this study.

Data was collected through an online questionnaire and semi-structured interviews. The findings verify that the dimensions of interactivity and motivation factors can have positive influence upon users‟ attitudes and usage intentions.
Date of AwardJul 2011
Original languageEnglish
Awarding Institution
  • University of Portsmouth
SupervisorChris Fill (Supervisor) & Colin Wheeler (Supervisor)

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