E-Book, Deutsch, 412 Seiten, eBook
Reihe: European Advertising Academy
Cutting Edge International Research
E-Book, Deutsch, 412 Seiten, eBook
Reihe: European Advertising Academy
ISBN: 978-3-8349-6006-1
Verlag: Betriebswirtschaftlicher Verlag Gabler
Format: PDF
Kopierschutz: 1 - PDF Watermark
Prof. Dr. Ralf Terlutter is Professor at the Department of Marketing and International Management at the University of Klagenfurt, Austria.
Prof. Dr. Sandra Diehl is Professor at the Department of Media and Communication Sciences at the University of Klagenfurt, Austria.
Prof. Dr. Shintaro Okazaki is Professor at the Department of Finance and Marketing Research at the Autonomous University of Madrid, Spain.
Zielgruppe
Research
Autoren/Hrsg.
Weitere Infos & Material
1;The European Advertising Academy (EAA);6
2;Preface;7
3;Contents;9
4;Part I Strategic Issues in Advertising, Branding and Communication
;13
4.1;Integrated Marketing Communications: A Test for Different Levels of Strategic Consistency
;14
4.1.1;1 Abstract;14
4.1.2;2 Introduction;14
4.1.3;3 Conceptual framework and hypotheses;16
4.1.3.1;3.1 Effects of strategic consistency-based integration on information processing;17
4.1.3.2;3.2 Effects of strategic consistency-based integration on consumer’s attitudes;19
4.1.4;4 Methodology;20
4.1.4.1;4.1 Experimental design;20
4.1.4.2;4.2 Pre-tests and factor manipulation;20
4.1.4.3;4.3 Data collection, sample and procedure;22
4.1.4.4;4.4 Measures;22
4.1.5;5 Results;23
4.1.6;6 Conclusions;24
4.1.7;References;26
4.1.8;Appendix I;29
4.1.9;Appendix II;30
4.2;Evaluation and Feedback Effects of Limited Editions in FMCG Categories
;32
4.2.1;1 Abstract;32
4.2.2;2 Introduction;32
4.2.3;3 Research objective;34
4.2.4;4 Theoretical background;34
4.2.5;5 Hypotheses;37
4.2.6;6 Results;38
4.2.7;7 Conclusions;41
4.2.8;8 Limitations and future research;42
4.2.9;References;43
4.2.10;Appendix;46
4.3;How Multinational Enterprises Develop their Advertising Strategy in New EU Member States: A Qualitative View
;48
4.3.1;1 The expansion of the European Union;48
4.3.2;2 Study approach;49
4.3.2.1;2.1 Grounded theory;49
4.3.2.2;2.2 Points of departure;50
4.3.3;3 Method;51
4.3.4;4 Results;52
4.3.4.1;4.1 Poland;52
4.3.4.2;4.2 Hungary;52
4.3.4.3;4.3 The Czech Republic;53
4.3.5;5 Limitations;55
4.3.6;6 Discussion and synthesis;55
4.3.7;7 Future extension;56
4.3.8;References;57
4.4;A Call for a Broader Range of Dependent Variables in Advertising Research
;58
4.4.1;1 Introduction;58
4.4.2;2 Subjective norm;60
4.4.3;3 Perceived behavioral control;61
4.4.4;4 Attitude confidence;62
4.4.5;5 Discussion;63
4.4.6;References;66
4.5;The Passive Shopping Stage: Keeping in Mind Brand Encounters
;69
4.5.1;1 Introduction;69
4.5.2;2 The Passive-Active Continuum;69
4.5.2.1;2.1 The passive (pre-consideration) stage;70
4.5.2.2;2.2 The active (consideration and choice) stage;71
4.5.2.3;2.3 The continuum;71
4.5.3;3 Satisfaction and loyalty;72
4.5.3.1;3.1 Satisfaction;72
4.5.3.2;3.2 Loyalty;74
4.5.4;4 Advertising versus promotions;74
4.5.5;5 Method;75
4.5.6;6 Results;76
4.5.6.1;6.1 Brand loyalty effect on passive-stage reliance per country;78
4.5.6.2;6.2 Brand loyalty effect on passive-stage reliance per product category;79
4.5.7;7 Discussion;82
4.5.8;References;83
5;Part II Advertising and Communication Content
;85
5.1;Missing for One, Unique for the Other - How Missing Attributes Affect Brand Evaluation
;86
5.1.1;1 Abstract;86
5.1.2;2 Purpose of the study;86
5.1.3;3 Theoretical background;88
5.1.3.1;3.1 Elaboration of missing attributes and brands;88
5.1.3.2;3.2 Uniqueness and triviality as influencing factors of the elaboration of missing attributes
;89
5.1.3.3;3.3 The impact of missing attributes and brands on processing fluency;90
5.1.4;4 Experiments;91
5.1.4.1;4.1 Experiment 1;91
5.1.4.2;4.2 Experiment 2;94
5.1.4.3;4.3 Experiment 3;97
5.1.4.4;4.4 General Discussion;101
5.1.5;5 Managerial implications;102
5.1.6;References;103
5.2;Impact of Threat Appeals on Ad Evoked Fear and Message Credibility: The Role of Prime, Frame and Dead Relatedness
;106
5.2.1;1 Abstract;106
5.2.2;2 Purpose of the study;106
5.2.3;3 Conceptual framework and hypothesis;107
5.2.4;4 Data collection;110
5.2.5;5 Results;112
5.2.5.1;5.1 Manipulation checks;112
5.2.5.2;5.2 Analysis 1;112
5.2.5.3;5.3 Analysis 2;113
5.2.6;6 Discussion, conclusions and suggestions for further research;114
5.2.7;References;116
5.2.8;Appendix: advertisements;118
5.3;Racial Perceptions in Social Marketing: The Function of Fear and Efficacy in HIV/Aids Communication
;119
5.3.1;1 Abstract;119
5.3.2;2 Introduction;119
5.3.3;3 Theoretical background;120
5.3.4;4 Research objectives;122
5.3.5;5 Hypotheses development;123
5.3.6;6 Research methodology;123
5.3.6.1;6.1 Exploratory research;123
5.3.6.2;6.2 Experimental design;124
5.3.6.3;6.3 Data collection and sample;124
5.3.7;7 Major findings;125
5.3.7.1;7.1 Fear;125
5.3.7.2;7.2 Efficacy condom usage;128
5.3.7.3;7.3 Efficacy safe sexual behaviour;129
5.3.8;8 Implications and conclusions;130
5.3.9;References;131
5.4;Music in Advertising: Effects on Brand and Endorser Perception
;134
5.4.1;1 Abstract;134
5.4.2;2 Theoretical background;134
5.4.2.1;2.1 The power of music to evoke memories and emotions;134
5.4.2.2;2.2 The musical effects in advertising;135
5.4.3;3 Objective and hypothesis;138
5.4.4;4 Research design;138
5.4.4.1;4.1 Subjects and design;138
5.4.4.2;4.2 Variables measurement;139
5.4.5;5 Research findings;139
5.4.6;6 Conclusions;140
5.4.7;References;144
5.5;An Investigation of Alternative Explanations for the Positive Effect of a Presenter’s Attractiveness on Persuasion
;148
5.5.1;1 Purpose of the study;148
5.5.2;2 Theoretical background;149
5.5.3;3 Method;153
5.5.3.1;3.1 Stimuli;153
5.5.3.2;3.2 Main study: sample, procedure, and measures;154
5.5.3.3;3.3 Probe study: Sample and Procedure;155
5.5.4;4 Results;155
5.5.4.1;4.1 Conscious or subconscious Patzer Effect;156
5.5.4.2;4.2 The effects of facial attractiveness on perceived expertise, trustworthiness, likeability, and role-model identification
;157
5.5.4.3;4.3 The effects of perceived expertise, trustworthiness, likeability, and role-model identification on persuasion
;158
5.5.5;5 Discussion;159
5.5.6;6 Future research;160
5.5.7;References;161
6;Part III Advertising and Computer Games
;163
6.1;Game Outcome and In-Game Advertising Effects
;164
6.1.1;1 Introduction;164
6.1.2;2 Hypotheses development;165
6.1.2.1;2.1 The influence of game outcome on the player’s mood;165
6.1.2.2;2.2 The influence of game outcome on the attitude toward the advertised brand;166
6.1.2.3;2.3 The influence of game outcome on the attitude toward the computer game;167
6.1.3;3 Method;167
6.1.4;4 Results;168
6.1.4.1;4.1 Players’ mood;168
6.1.4.2;4.2 Attitude toward the advertised brand;169
6.1.4.3;4.3 Attitude toward the computer game;172
6.1.5;5 Discussion and implications;172
6.1.6;References;173
6.2;Entertainment in Advergames and its Influence on Brand-Related Outcomes for Children
;176
6.2.1;1 Abstract;176
6.2.2;2 Introduction;176
6.2.3;3 Advergaming: a new form of advertising?;177
6.2.4;4 The nature of advergames and their impact on entertainment;179
6.2.5;5 Study;181
6.2.5.1;5.1 Sample, methodology and measures;183
6.2.5.2;5.2 Results and discussion;184
6.2.6;6 Implications and limitations;187
6.2.7;References;188
6.3;Play Our Game and Tell Your Friends: Pringle’s Brand Campaign on a Mobile Social Networking Site
;192
6.3.1;1 Introduction;192
6.3.2;2 Significance of the study;193
6.3.3;3 Background;194
6.3.3.1;3.1 Games and mobile device;194
6.3.3.2;3.2 Social networking sites;194
6.3.4;4 Theoretical framework and hypotheses;195
6.3.5;5 Method;198
6.3.6;6 Results;198
6.3.7;7 Discussion;199
6.3.7.1;7.1 Theoretical implications;199
6.3.7.2;7.2 Managerial implications;200
6.3.8;8 Limitations;200
6.3.9;References;201
6.4;Implicit Measurement Games: Using Casual Games to Measure Psychological Responses to Ads
;203
6.4.1;1 Introduction;203
6.4.2;2 Study;206
6.4.2.1;2.1 Participants and design;206
6.4.2.2;2.2 Procedure;206
6.4.3;3 Results;210
6.4.3.1;3.1 Control variables and demographics;210
6.4.3.2;3.2 Main analysis;210
6.4.4;4 Conclusion and discussion;214
6.4.5;References;216
7;Part IV Advertising, Branding and Communication on the Internet
;218
7.1;The Perceived Interactivity of Top Global Brand Websites and its Determinants
;219
7.1.1;1 Introduction;219
7.1.2;2 Theoretical background;220
7.1.2.1;2.1 Definition of interactivity;220
7.1.2.2;2.2 Determinants of perceived interactivity;221
7.1.2.2.1;2.2.1 Demographic variables influencing interactivity perceptions;221
7.1.2.2.2;2.2.2 Experience variables influencing interactivity perceptions;222
7.1.2.2.3;2.2.3 Familiarity variables influencing interactivity perceptions;222
7.1.2.2.4;2.2.4 Evaluation variables influencing interactivity perceptions;222
7.1.3;3 Method;223
7.1.3.1;3.1 Stimulus material;223
7.1.3.2;3.2 Participants and procedure;223
7.1.3.3;3.3 Measures;223
7.1.3.3.1;3.3.1 Perceived interactivity;224
7.1.3.3.2;3.3.2 Two-way communication dimension of perceived interactivity;224
7.1.3.3.3;3.3.3 Synchronicity dimension of perceived interactivity;224
7.1.3.3.4;3.3.4 Active control dimension of perceived interactivity;224
7.1.3.3.5;3.3.5 Intuitive interactivity perception;225
7.1.3.3.6;3.3.6 Demographic variables;225
7.1.3.3.7;3.3.7 Experience with the internet;225
7.1.3.3.8;3.3.8 Familiarity with the website and the brand;225
7.1.3.3.9;3.3.9 Evaluation of the website and the brand;225
7.1.4;4 Results;225
7.1.4.1;4.1 The underlying structure of the perceived interactivity construct;225
7.1.4.2;4.2 Correlation between theoretically based and intuitive based perceived interactivity scores
;226
7.1.4.3;4.3 Level of perceived interactivity;227
7.1.4.4;4.4 Personal determinants of perceived interactivity;228
7.1.4.4.1;4.4.1 Demographic variables influencing interactivity perceptions;228
7.1.4.4.2;4.4.2 Experience variables influencing interactivity perceptions;229
7.1.4.4.3;4.4.3 Familiarity variables influencing interactivity perceptions;230
7.1.4.4.4;4.4.4 Evaluation variables influencing interactivity perceptions;231
7.1.5;5 Conclusion and discussion;232
7.1.6;References;233
7.2;Developing a Classification of Motivations for Consumers’ Online Brand-Related Activities1
;236
7.2.1;1 Introduction;236
7.2.2;2 Social media and uses & gratifications;237
7.2.2.1;2.1 Social media motivation types;237
7.2.3;3 A COBRA typology;239
7.2.3.1;3.1 Consuming;240
7.2.3.2;3.2 Contributing;240
7.2.3.3;3.3 Creating;240
7.2.4;4 Method;241
7.2.4.1;4.1 Interviewing via Instant Messaging (IM);241
7.2.4.2;4.2 Data collection;241
7.2.4.3;4.3 Coding procedure;242
7.2.5;5 Results and conclusion;243
7.2.5.1;5.1 Consuming brand-related content;243
7.2.5.2;5.2 Contributing to brand-related content;243
7.2.5.3;5.3 Creating brand-related content;244
7.2.5.4;5.4 Entertainment as a driver of consuming, contributing, and creating;244
7.2.6;6 Implications;245
7.2.7;7 Limitations and future research directions;245
7.2.8;References;246
7.3;Making Money on eBay by Relieving Risk
;249
7.3.1;1 Introduction;249
7.3.2;2 Literature review;251
7.3.2.1;2.1 Internet looms as a shopping medium;251
7.3.2.2;2.2 Incentives to shop online;252
7.3.2.3;2.3 Risk perceptions regarding online shopping;252
7.3.2.4;2.4 Risk-relieving strategies;253
7.3.2.5;2.5 Effects of risk-relieving cues;254
7.3.2.6;2.6 Effects of multiple risk-relieving cues;255
7.3.2.7;2.7 In conclusion;257
7.3.3;3 Method;257
7.3.3.1;3.1 Data collection procedure;257
7.3.3.2;3.2 Collected information;258
7.3.4;4 Results;259
7.3.4.1;4.1 Effects of separate risk-relieving cues;259
7.3.4.2;4.2 Effect of multiple risk-relieving cues;259
7.3.5;5 Conclusion;260
7.3.6;6 Discussion;260
7.3.6.1;6.1 Theoretical implications;260
7.3.6.2;6.2 Limitations;261
7.3.6.3;6.3 Practical implications;262
7.3.7;References;263
7.4;Assessing the Probability of Internet Banking Adoption
;266
7.4.1;1 Differences in internet banking adoption rates;266
7.4.2;2 Determinants of internet banking adoption;268
7.4.2.1;2.1 Individual differences;268
7.4.2.2;2.2 Perceptions of innovation characteristics;270
7.4.3;3 Methodology and data;271
7.4.4;4 Empirical analysis;273
7.4.5;5 Discussion and conclusion;276
7.4.6;References;278
8;Part V Gender and Advertising, Branding and Communication
;282
8.1;Gender Stereotyping in Advertising on Public and Private TV Channels in Germany
;283
8.1.1;1 Abstract;283
8.1.2;2 Introduction;283
8.1.3;3 Stereotyping of gender roles in advertising;285
8.1.4;4 Method;286
8.1.4.1;4.1 Sample of advertisements and central figures;286
8.1.4.2;4.2 Coding procedure and measures;287
8.1.5;5 Results;288
8.1.6;6 Discussion;291
8.1.7;References;292
8.2;A Cross-Cultural and Gender-Specific Examination of Consumer Skepticism toward Advertising in General vs. Pharmaceutical Advertising – Empirical Evidence from the U.S., Germany and China (Hong Kong)
;294
8.2.1;1 Abstract;294
8.2.2;2 Statement of purpose and background;295
8.2.3;3 Importance of pharmaceutical advertising;296
8.2.4;4 Skepticism toward pharmaceutical advertising;297
8.2.5;5 Research design and methodology;300
8.2.6;6 Results;301
8.2.7;7 Discussion;305
8.2.8;References;307
8.3;Do Consumers’ Assumptions on the Companies’ Motives and Differences in Moral Orientation of Men and Women Influence the Persuasiveness of CSR Activities?
;310
8.3.1;1 Abstract;310
8.3.2;2 Introduction;310
8.3.3;3 Previous research and research gap;312
8.3.3.1;3.1 Basic research;312
8.3.3.2;3.2 Gender of the audience;315
8.3.4;4 Theoretical background and hypotheses;316
8.3.4.1;4.1 Perceived motives;316
8.3.4.2;4.2 Gender of the audience;317
8.3.5;5 Experiment;319
8.3.5.1;5.1 Pretest;319
8.3.5.2;5.2 Main study;320
8.3.6;6 Managerial implications;323
8.3.7;References;323
9;Part VI Media Placement, Brand Placement, Public Relations and Viral Marketing
;327
9.1;Media Placement versus Advertising Execution
;328
9.1.1;1 Abstract;328
9.1.2;2 Literature review and hypotheses;330
9.1.2.1;2.1 Experiences and engagement;330
9.1.2.2;2.2 Engagement and advertising effectiveness;332
9.1.3;3 Methodology and results;333
9.1.4;4 Discussion and conclusions;338
9.1.5;References;339
9.2;Brand Placements in Movies: The Impact of Modality, Prominence and Plot Connection on Attitude and Behavioral Intention
;341
9.2.1;1 Purpose of the study;341
9.2.2;2 Theoretical background and hypotheses development;342
9.2.2.1;2.1 Appearance;343
9.2.2.1.1;2.1.1 Modality;343
9.2.2.1.2;2.1.2 Prominence;343
9.2.2.1.3;2.1.3 The interaction between modality and prominence;344
9.2.2.1.4;2.1.4 Integration in the story line: plot connection;345
9.2.2.1.5;2.1.5 The interaction between plot connection and appearance;346
9.2.3;3 Procedure;347
9.2.4;4 Results;349
9.2.5;5 Conclusion and discussion;352
9.2.6;References;353
9.3;What are the Effects of a Combination of Advertising and Brand Placement?
;356
9.3.1;1 Introduction;356
9.3.2;2 Literature Overview;357
9.3.2.1;2.1 Brand placement combined with advertising;357
9.3.2.2;2.2 Underlying mechanisms;359
9.3.3;3 Method;360
9.3.3.1;3.1. Respondents and Materials;360
9.3.3.2;3.2 Measures;361
9.3.3.2.1;3.2.1 Brand awareness;361
9.3.3.2.2;3.2.2 Brand attitude;361
9.3.3.2.3;3.2.3 Multiple source perceptions;361
9.3.3.2.4;3.2.4 Forward encoding;362
9.3.3.2.5;3.2.5 Respondent characteristics;362
9.3.4;4 Results;363
9.3.4.1;4.1 Background differences between the conditions;363
9.3.4.2;4.2 Effects on top of mind awareness;363
9.3.4.3;4.3 Effects on brand attitude;363
9.3.4.4;4.4 Multiple source perceptions and forward encoding;364
9.3.5;5 Conclusion and Discussion;364
9.3.5.1;5.1 Practical implications;366
9.3.5.2;5.2 Limitations and future research;366
9.3.6;References;367
9.4;Personal Branding and the Role of Public Relations
;370
9.4.1;1 Introduction;370
9.4.2;2 Social and historical background;371
9.4.3;3 The marketing model as presented in the literature;372
9.4.4;4 The personality market;374
9.4.4.1;4.1 The 'key players' on the personality market;375
9.4.4.2;4.2 The visibility industry;376
9.4.5;5 A PR concept for positioning people effectively;377
9.4.5.1;5.1 Briefing;378
9.4.5.2;5.2 Analysis;378
9.4.5.3;5.3 Strategy;378
9.4.5.4;5.4 Tactics;379
9.4.5.5;5.5 Implementation and evaluation;382
9.4.6;6 Conclusions and prospects;383
9.4.7;References;386
9.5;Agent-Based Modelling: A New Approach in Viral Marketing Research
;389
9.5.1;1 Abstract;389
9.5.2;2 Introduction and background;389
9.5.3;3 Simulation and Agent-Based Modelling (ABM);392
9.5.4;4 An agent-based contagion model;393
9.5.4.1;4.1 Modelling the individual;393
9.5.4.2;4.2 Modelling the aggregation;395
9.5.5;5 Simulation results;397
9.5.5.1;5.1 Critical mass – insufficient as explanation model;397
9.5.5.2;5.2 Interplay of several factors;397
9.5.5.3;5.3 Small cause, large effects;398
9.5.5.4;5.4 Density and closeness;399
9.5.5.5;5.5 Randomness;400
9.5.6;6 Implications for viral marketing campaigns;401
9.5.6.1;6.1 Focus or scatter?;401
9.5.6.2;6.2 Adapt to general conditions and circumstances;402
9.5.6.3;6.3 Consider randomness;402
9.5.7;7 Discussion and open questions;402
9.5.8;References;403
Strategic Issues in Advertising, Branding and Communication.- Integrated Marketing Communications: A Test for Different Levels of Strategic Consistency.- Evaluation and Feedback Effects of Limited Editions in FMCG Categories.- How Multinational Enterprises Develop their Advertising Strategy in New EU Member States: A Qualitative View.- A Call for a Broader Range of Dependent Variables in Advertising Research.- The Passive Shopping Stage: Keeping in Mind Brand Encounters.- Advertising and Communication Content.- Missing for One, Unique for the Other – How Missing Attributes Affect Brand Evaluation.- Impact of Threat Appeals on Ad Evoked Fear and Message Credibility: The Role of Prime, Frame and Dead Relatedness.- Racial Perceptions in Social Marketing: The Function of Fear and Efficacy in HIV/Aids Communication.- Music in Advertising: Effects on Brand and Endorser Perception.- An Investigation of Alternative Explanations for the Positive Effect of a Presenter’s Attractiveness on Persuasion.- Advertising and Computer Games.- Game Outcome and In-Game Advertising Effects.- Entertainment in Advergames and its Influence on Brand-Related Outcomes for Children.- Play Our Game and Tell Your Friends: Pringle’s Brand Campaign on a Mobile Social Networking Site.- Implicit Measurement Games: Using Casual Games to Measure Psychological Responses to Ads.- Advertising, Branding and Communication on the Internet.- The Perceived Interactivity of Top Global Brand Websites and its Determinants.- Developing a Classification of Motivations for Consumers’ Online Brand-Related Activities.- Making Money on eBay by Relieving Risk.- Assessing the Probability of Internet Banking Adoption.- Gender and Advertising, Branding and Communication.- Gender Stereotyping in Advertising on Public andPrivate TV Channels in Germany.- A Cross-Cultural and Gender-Specific Examination of Consumer Skepticism toward Advertising in General vs. Pharmaceutical Advertising – Empirical Evidence from the U.S., Germany and China (Hong Kong).- Do Consumers’ Assumptions on the Companies’ Motives and Differences in Moral Orientation of Men and Women Influence the Persuasiveness of CSR Activities?.- Media Placement, Brand Placement, Public Relations and Viral Marketing.- Media Placement versus Advertising Execution.- Brand Placements in Movies: The Impact of Modality, Prominence and Plot Connection on Attitude and Behavioral Intention.- What are the Effects of a Combination of Advertising and Brand Placement?.- Personal Branding and the Role of Public Relations.- Agent-Based Modelling: A New Approach in Viral Marketing Research.
The Perceived Interactivity of Top Global Brand Websites and its Determinants (S. 207-208)
Hilde A.M. Voorveld,University of Amsterdam, The Netherlands Peter C. Neijens, University of Amsterdam, The Netherlands Edith G. Smit, University of Amsterdam, The Netherlands
1 Introduction
Recent reviews of the online advertising literature revealed that interactivity was one of the key topics in that field (Ha 2008; Kim and McMillan, 2008). Three main streams of research can be distinguished in the website interactivity literature. First, several researchers have written about the definition and conceptualization of interactivity (e.g., Liu and Shrum 2002; McMillan and Hwang 2002; Johnson, Bruner II and Kumar 2006). Second, several researchers have tried to map interactivity on websites by performing content analyses of websites (e.g. Ghose and Dou 1998; Ha and James 1998; Tse and Chan 2004; Cho and Cheon 2005; Okazaki 2005). Third, several researchers have investigated consumers’ responses to interactivity. Such studies mainly focused on the influence of interactivity on advertising effect measures like attitude toward the website, attitude toward the brand, and purchase intention (e.g., Bezjian-Avery, Calder and Iacobucci 1998; Coyle and Thorson 2001; Macias 2003; Wu 2005; Liu and Shrum 2009).
Within this latest stream of research, the theoretical approach on interactivity has changed from examining the effects of objectively assessed interactivity to the effects of interactivity perceptions, so called perceived interactivity. While research on perceived interactivity has become widespread, two issues remain underrepresented in the literature to date. First, to our knowledge, there is no single study that provides insight into the perceived interactivity of websites of the most important consumer brands.
Therefore, the first aim of this study is to address this gap in previous literature by giving an overview of the level of perceived interactivity of top global brand websites. The following research question was formulated to fulfill this aim: RQ1: What is the level of perceived interactivity of top global brand websites? Second, whereas research on the consequences of perceived interactivity is abundant, research on its determinants is scarce. The research up to now has primarily investigated website characteristics that influence interactivity perceptions.
To our knowledge, research focusing on person characteristics, such as demographic variables or experience variables, influencing interactivity perceptions is almost non-existent (Jee and Lee 2002), but vital for the field of interactivity research (Tremayne 2005). Therefore, the second aim of this study is to give insight into the personal determinants of perceived interactivity. The following research question was formulated: RQ2: Which personal variables determine the perceived interactivity of brand websites? To fulfill these two aims, our study draws on a survey in which 331 respondents are exposed to a total of 65 brand websites.
This design provides us with an opportunity to investigate the level and determinants of perceived website interactivity across a wide variety of websites. In addition the survey represents a more natural situation than earlier studies that employed experiments with only one, or a limited number of websites. Such a large-scale survey was never employed before in interactivity research In the next sections we will expand on the definition of interactivity and on factors influencing interactivity perceptions, after which we will describe the design of our study. Finally, after reviewing the results, we will draw conclusions on which personal factors influence interactivity perceptions.
