Knowledge Tree
interactivity
Facts (7)
Sources
Modeling the significance of advertising values on online impulse ... nature.com Oct 21, 2023 4 facts
referenceMoes, Fransen, Fennis, Verhagen, and van Vliet (2022) demonstrated that the effect of interactivity in in-store advertising screens on impulse buying is explained by self-agency.
claimThe finding that interactivity does not drive impulsive buying in China contradicts previous studies by Li et al. (2014) and Chen and Yao (2018).
claimInteractivity was not found to be a significant parameter in influencing online impulse buying (OIB) in the study.
claimThe relationship between interactivity (IN) and online impulse buying (OIB) was not found to be mediated through the user interface (UI).
The influence of advertising on compulsive buying ouci.dntb.gov.ua 2 facts
claimInteractivity maintains its influence on cognitive fluency even when consumers possess high persuasion knowledge.
claimYixin Gu, Ziwei Guo, and Junyi Hao found that four characteristics of AI-generated virtual streamers—perceived authenticity, anthropomorphism, social presence, and interactivity—significantly influence consumer patronage intentions in live-streaming commerce.
The psychological mechanisms through which digital content ... frontiersin.org Nov 12, 2025 1 fact
referenceSrivastava, K., Siddiqui, M. H., Kaurav, R. P. S., Narula, S., and Baber, R. (2023) studied the influence and effectiveness of interactivity on virtual communities in the journal Benchmarking.