The Effects of Progressive Levels of Interactivity and Vividness in Web Marketing Sites

TLDR

The study investigates how varying levels of interactivity and vividness in commercial web sites influence users’ attitudes, feelings of telepresence, and attitude‑behavior consistency, with a particular focus on the enduring effects of vividness. Participants explored four web sites that differed in interactivity and vividness levels. Higher interactivity and vividness increased users’ feelings of telepresence, and higher vividness alone also produced more positive and enduring attitudes toward the sites.

Abstract

Abstract This experiment examines interactivity and vividness in commercial web sites. We expected increased levels of interactivity and vividness would lead to more positive attitudes toward web sites, stronger feelings of telepresence, and greater attitude—behavior consistency. In addition, we expected increased levels of vividness to lead to the development of more enduring attitudes toward the site. Participants explored four web sites. Increases in interactivity and vividness were associated with increased feelings of telepresence. In addition, increases in vividness were associated with more positive and more enduring attitudes toward the web site. Implications for new media researchers and practitioners are discussed.