Persuasion Effects of Web Interactivity: A Meta-Analysis

• In Event: CAT Interactive Papers #2

Abstract

Web interactivity in recent years has attracted increasing academic attention. Unlike traditional media, online media can utilize lots of new functions including web interactivity to engage and interact with users. To examine the extent to which web interactivity can affect persuasion in prior research, we conducted a meta-analysis of 30 studies (N=5335) that met our selection criteria. The results reveal that high web interactivity is consistently more effective in eliciting users’ positive attitudes and intentions compared to low level of interactivity; with this said, users don’t necessarily form positive attitudes when there is too much interactivity. Despite the promise on persuading attitudes and intentions, no significant persuasion effect of web interactivity has been found on cognitive responses and memory. In addition, perceived interactivity shows a significantly larger persuasion effect as opposed to objective interactivity. Theoretical and practical implications are discussed in this paper.

Authors

• Fan Yang, Pennsylvania State University

• Fuyuan Shen, Pennsylvania State U