Experience effects on interactivity: Functions, processes, and perceptions

To clarify interactivity as functions, processes, and perceptions, and to examine the moderating role of experience, this study uses an experimental design to investigate key questions about functional features, actual interactions and perceptions, and the consequences (i.e., attitude, trust, and purchase intention) within human-to-human and human-to-computer contexts. The findings for experience as a moderator show clear differences between those two contexts. With human-to-human interactivity, experience does not moderate actual interaction, but does so in the human-to-computer context when introduced to action/transaction functions. This study contributes to the body of knowledge by clarifying the relationships between interactive features, actual interaction, and perceived interactivity. Results also show that experience is a moderator in an important marketing communication context.