Interactivity: Does One Size Fit all?

Abstract

The literature documenting the positive effect of perceived interactivity on consumer attitude is substantial; however differences in consumer response based on individual differences are less-studied. Interactivity takes a cognitive toll and as a result, the effect of perceived interactivity on consumer response may not always be positive. The results of a study based on a sample of 443 adults, purposively sampled for both younger “digital natives” and older “digital immigrants,” suggest that perceived interactivity in digital information products, such as digital books, leads to more positive attitudes and adoption intentions for digital natives but not for digital immigrants. This surprising result is explained by differences in the value these two groups place on active control and two-way communication, two facets of perceived interactivity. Given the importance of age as a segmenting variable, implications for practitioners are provided.