Earticle

The rapid advancement in Web technology has shifted the role of organizational websites from mere communication tools to strategic tools for gaining a competitive advantage. The concept of interactivity is highly associated with modern communication technologies, especially the internet and the Www, which deal with enhancing the accessibility of information to users. this study aim at determining interactivity as a determinant of university library websites credibility in universities in Kwara State and examine several factors like interactivity, credibility, library website, university library website. This is a descriptive survey of correlational type. The population comprised all registered students of the institutions understudied which were selected purposively. Simple random sampling was used in the selection of respondents for this study. The instrument used for data collection was a questionnaire. Data collected were analyzed using frequency count and percentages. The result shows that 67% of respondents agreed that the university library website facilitates two-way communication, navigation buttons were on every pages of library website, completeness and unambiguity makes university library website more credible. The study concluded that interactivity influences university library website credibility in universities in Kwara State, Nigeria.

The current categorization of digital games is not objective and is unable to assess the latest and more complex digital games. Digital games need to be systematically categorized so that similarities and differences can be identified and analyzed. The fundamental characteristic of digital games is interactivity. This paper addresses the current categorization gaps through the lens of interactivity. Through this lens, a conceptual framework consisting of primary and corresponding participants and controlling characters is developed. Future research topics are then presented based on this framework.

Purpose: This study aimed to examine how the expertise and interactivity of a physical therapist impact a patient's intention to revisit a hospital based on trust. Methods: We surveyed 274 patients who received physical therapy in Seoul and Gyeonggi Province to assess their reliability and revisit intentions based on their expertise and interactivity. SPSS 22.0 was used for frequency analysis and reliability verification, while AMOS 18.0 was used for confirmatory factor analysis and model verification. Results: Physical therapist interactivity significantly impacted patients' intentions to revisit based on trust. The physical therapist's expertise had a significant effect on trust but did not demonstrate a significant effect on the intention to revisit. Conclusion: The interactivity of physical therapists has an important effect on patients' intentions to revisit a hospital based on trust. Although therapist-centered expertise can generate trust in patients, it positively affects the intention to revisit the hospital. Therefore, it is suggested that physical therapists' patient-centered expertise and interactivity build patients' trust and are important for revisiting intention.

Against the backdrop of Habermas' theory of communicative action, we empirically analyzed the level of interactivity and narratives offered in nation-states' ministry of foreign affairs Web sites. A multiple regression analysis was performed in an attempt to identify factors affecting the level of interactivity in such Web sites. Findings revealed that the level of economic development is the sole significant factor in regards to the level of interactivity. Further, self-interested, goal-directed, and strategic purposes behind the allegedly transparent, engaging, and interactive public diplomacy were evidenced through a critical analysis of the objectives, key issues, and target publics addressed and highlighted in the public diplomacy narratives on the Web. The results suggested a possible digital divide in the interactive adoption of Web public diplomacy as well as strategic motives and interests embedded in the public diplomacy communication on the Web. This study helps increase our understanding of the paradox of public diplomacy in the digital age.

We propose an analytic framework to evaluate and map organizations’ interactive communication strategies on the Web. In discussing this approach, we analyzed large international corporations’ Web sites to demonstrate the utility of the proposed framework. We also examined data describing the relationships between such international corporations’ interactive Web utilization and various predictive factors. The results confirmed the recent evolution of large international corporations’ interactive communication strategies employed on their Web sites. Furthermore, the findings suggested that large international corporations’ interactive online communication strategies vary across industrial sectors and firm sizes in important ways.

Focused on the performance of interactivity in the appreciation of media art, this study is associated with the continually changed art texts and a participator's physical reactions to savor the art. Digital works of art emphasizing interactivity usually decentralize and disperse the responsibility and the central role for creating and producing the art works. Proper procedure of the work is generated by actions such as clicking the mouse, controlling the joy stick or actual movement of anticipators' bodies. The art works are influenced by participators' interactivity, which makes the leading roles and the responsibility for creating art scattered and divided. These features are similar with those of the ‘Rhizome’ which Gilles Deleuze(1925~1995) and Félix Guattari(1930~1992) have discussed. In their argument, ‘Rhizome’ is an interval or being ‘between’, which keeps changing. ‘Rhizome’ is a state in which the individual and the work of art never reach the conclusion, only a phenomenon of eternally altering. Like ‘Rhizome’, this sort of art work has the decentralized system, opens for several directions, and activates the system which is changeable as linked items increased or decreased. These works stimulate the individual to perform and act while appreciating the art piece. In terms of processing and preceeding, interactivity is the important equipment and catalyzer. Through these procedures, the pieces can be the ‘floating work of art’ combined and condensed with the whole participators' reactions. The ‘floating work of art’ is neither the expression of an individual nor that of one particular group. Multidimensional influence of the web is the web which is constantly reorganizing and producing in its connective state. This connective state is activated by interactivity. The Rhizomatic system embodies the floating work of art process. Due to each individual perceiving art in individualistic terms, there is no dominating powers or central points. I regard this art works possessing above traits as the work of art with Rhizomatic system. The work of art with the Rhizomatic system is embodied through interactivity and because physical action activates the process of appreciation, a participator can actually experience and practice the philosophy. Ultimately the Rhizomatic speculation occurs during the interactivity of appreciating the Rhizomatic art pieces. The Rhizomatic system penetrates into the intuitive area beyond our recognition and thoughts, as we are engaged in the connective process. With the methods and manners of interactive art, we can possibly reconsider the system as a tool in which the participator is directly able to link experience and theory to the philosophies of Deleuze and Guattari.

본 연구의 목적은 디지털 컨버전스 현상으로 출현한 뉴미디어의 특성들 중 가장 핵심적인 개념이라고 할 수 있는 상호작용성의 여러 가지 유형 중 ‘사용자간 상호작용성 (User-to-User Interactivity)의 측정을 위한 척도를 개발하고 검증하는 데에 있다. 기존의 사용자-컨텐츠 간의 상호작용성을 측정하는 척도와 쇼핑몰에서의 사용자간 상호작용성을 측정하는 척도 등이 개발된 바 있지만, 이는 사용자간 상호작용성이 갖고 있는 여러 개념들을 포괄하기에는 무리가 있다. 이에 본 연구는 척도 개발의 과정을 거쳐 사용자간 상호작용성을 측정하는 4개 요인들과 세부 항목을 도출하였다. 각 요인은 ‘참여,’ ‘공유,’ ‘관계,’ ‘반응’ 등이며, 모두 14개 항목으로 최종 확정되었다. 이들의 신뢰도와 타당도는 모델 적합도 등의 지표로 검증한 바 높은 수준으로 나타났으며. 커뮤니티 효과 연구에서 가장 대표적으로 포함되는 결과변인인 커뮤니티 태도에 대한 예측력 또한 높은 수준으로 나타났다. 본 연구에서 개발된 사용자간 상호작용성 척도는 커뮤니티 및 관련 현상의 보다 체계적이고 정확한 측정을 가능하게 하여 해당 분야의 연구에 도움을 줄 것으로 기대한다.

The current study aims to develop and validate a scale for measuring 'user-to-user interactivity,' one of various facets of interactivity, which is a key concept of new media emerged from digital convergence. Though there was an effort to develop a similar measure, it can hardly embrace various concepts of user-to-user interactivity. The study firmly followed the guidelines for 'scale development and validation' based on previous studies, and yields four factors and 14 scale items. Factors include 'participation,' 'sharing,' 'relationship,' and 'responsiveness.' The reliability and validity of the scale were evaluated high enough to be applied to the phenomenon based on various 'goodness-of-fit' index. Attitude toward the community, one of the most representative variables as a consequence of user-to-user interactivity was analysed to investigate the comparative explanatory power of each factor. The scale developed in the study can enable following studies to measure the user-to-user interactivity in systematic and precise ways, and contribute to the field.

In theese day, games are often referred as the most potential media to have artistic and entertaining features of digital technology, In this study, used to derive the factors of enjoyment and immersion that users experience from interaction and narrative levels in games were derived The framework of interaction and narrative levels in games was adopted from Marie-Laure Ryan's(2002) and Hyewon Han's(2005) study. The framework was used as the basic instrument for focus group interviews. The result of this study provides a practical model for game-design.

Virtual idols are heterogeneous media-persona systems, yet comparative evidence on immediate audience responses remains limited. This exploratory study compared eight research-edited 90-second video stimuli grouped into four analytical fan-idol interaction configurations that were mapped to broader technological and media project types. Two hundred adults recruited through MarketLink each viewed four clips in an equireplicate incomplete-block repeated-measures design, yielding 800 respondent-by-stimulus evaluations. Measurement diagnostics showed that the intended involvement, immediate parasocial response, and fan engagement intention measures lacked discriminant validity. They were therefore re-specified, transparently and post hoc, as a seven-item overall positive evaluation (OPE) factor, while two perceived-interactivity items were retained separately. A within-person two-factor model supported this distinction (φ= .67, 95% cluster-bootstrap CI [.56, .77]). Random-intercept mixed-effects models identified case differences in perceived interactivity, X2(7)=22.65, p< .01, and OPE, X2(7)=75.30, p< .01. HUNTR/X received the highest adjusted OPE and exceeded all seven other stimuli after Holm correction, whereas interactivity differences were smaller and concentrated in three pairwise comparisons. The findings do not establish separate parasocial or engagement mechanisms. Instead, they suggest that brief exposure produces a broad evaluative response shaped by responsiveness, narrative and audiovisual involvement, familiarity, and stimulus-specific features.

Interactivity has been referred to as an important element promoting students’ active participation in virtual classes. Assuming that interactivity cannot be defined by a single dimension, this study proposes multi-dimensional interactivity. Multi-dimensional interactivity includes all types of interactivity in e-learning. This study explored multi-dimensional interactivity which affects learners’ satisfaction with e-learning. Data were collected from 132 students who had attended e-learning courses and the relationship between multi-dimensional interactivity and learners’ satisfaction levels were tested through regression analysis. The result of this study showed that mechanical, reactive, and creative interactivity were positively related to learners’ satisfaction. However, social interactivity seemed not to be related to learners’ satisfaction. This study provides new insights on interactivity and verifies the importance of the multi-dimensional interactivity. The result of this study is expected to provide practical implications for interactivity strategies in e-learning.

In today’s dynamic and hypercompetitive business environment, knowledge and innovation have emerged as bases for sustained competitive advantage. This paper addresses two specific research questions. First, we ask, “What is the effect that firm interactivity has on various types of innovation?” As we address this question, we explain that interactivity helps firms create knowledge, which then promotes and enables innovation. Second, we ask, “How do the various types of innovation impact firm performance?” We develop a research model and a set of hypotheses from the basis of organizational knowledge creation theory and the knowledge-based view of the firm. We test this model using survey data, and find that interactivity is positively associated with innovation. We also find that several types of innovation, including service innovation, process innovation, and organizational innovation have a positive impact on firm performance.

소비자들은 오프라인 환경에 비해 웹상에서 브랜드나 다른 고객과의 상호작용에 자율권을 더 많이 가지게 되었다. 더욱이, 웹 2.0 시대에서 고객들은 셀프브라우징을 통해 웹 브랜드가치를 경험할 수 있을 뿐만 아니라, 자신의 콘텐츠를 만들어 브랜딩에 더 참여할 수 있게 되었다. 즉, 웹 브랜드 관리 측면에서 보다 더 유연하게 소비자들을 브랜드 구축과정에 참여시킬 수 있게 되었다. 이러한 맥락에서 본 연구는 웹 브랜드구축과정에 대한 더 나은 이해를 위하여 웹 브랜드 충성도에 대하여 상호작용성, 브랜드경험가치, 참여도의 역할을 중심으로 초점을 맞추어 실시하였다. 본 연구에서는 웹 브랜드로 중국의 가상커뮤니티를 선정하였다. 선정이유는 우선 구글이 중국에서 2010에 철수한 후에 중국시장에서 Baidu가 유일한 인기 있는 검색엔진이었고 또 가상 커뮤니티에서 고객과 고객 사이의 일대일 커뮤니케이션이 활발하게 이루어지고 있기 때문이었다. 본 연구에서의 주요 변수로는 상호작용성(통제력, 커뮤니케이션, 반응성), 경험가치(오락성, 미학, 우수성, 고객 투자수익률), 고객만족, 브랜드태도, 브랜드충성도와 참여도가 분석되었다. 기존의 온라인 상표충성도에 관한 연구에서는 주로 만족도와 상표인지도 등을 살펴보았으나 웹 브랜드의 경우는 상호작용성이나 경험가치가 중요하다고 판단되어 주요 선행변인으로 설정되었다. 또한 상호작용성에 대한 측정을 위하여 전통적인 3차원모형보다는 소비자와 소비자 간의 일대일 커뮤니케이션을 포함한 4차원 모형이 더 우수하다 판단하여 일대일 커뮤니케이션이 포함되었다. 변수들에 대한 조작적 정의와 측정은 기존의 연구들을 상황에 맞게 수정하여 사용하였다. 기존 연구를 바탕으로 연구가설을 설정하였으며 분석은 SPSS 16.0과 AMOS 7.0을 사용하여 가상 커뮤니티에 참여하고 있는 중국 소비자를 460명을 대상으로 조사를 하였다. 그중 신뢰성이 있다고 판단되는 422명의 자료를 분석하였다. 분석결과 웹 브랜드의 경험가치는 재미, 미학, 우수성, 고객 투자수익률(CROI) 4가지 차원으로 측정되었다. 소비자의 상호작용성, 브랜드 경험가치와 참여도가 브랜드태도와 웹 브랜드충성도에 어떤 영향을 미치는가에 대한 분석 결과, 상호작용성은 경험가치에 긍정적 영향을 미치는 것으로 나타났고 경험가치도 만족과 브랜드태도에 긍정적 영향을 미치는 것으로 나타났으며 만족도가 브랜드태도와 브랜드충성도에 미치는 영향도 긍정적으로 나타났다. 본 설정된 가설 중 상호작용성이 만족에 직접적으로 미치는 긍정적 효과에 대한 가설은 기각이 되었다. 상호작용성은 경험가치를 통해서만 만족에 간접적인 영향을 미치는 것으로 나타났다. 즉, 상호작용성과 만족도 사이에 경험가치가 유의한 매개효과가 있는 것으로 나타났다. 따라서 웹 브랜드충성도에 긍정적 영향을 미치는 브랜드경험을 향상시키기 위해 다양한 경험전략 개발이 필요하다. 또한 만족도, 브랜드태도와 브랜드충성도 사이에서 참여도의 조절효과에 관한 분석결과 참여도가 높은 고객들의 경우 참여도가 낮은 고객들에 비해 만족도와 브랜드태도가 브랜드충성도에 미치는 영향이 작다는 흥미로운 결과가 나타났다. 이는 적극적으로 블로그 등에 포스팅을 하는 고객의 경우 만족도와 브랜드태도가 브랜드 충성도에 미치는 영향이 포스팅에 소극적이나 뒤에서 살펴만 주로 보고 있는 고객의 경우보다 더 작은 것으로 나타났다. 이 점을 살펴볼 때 웹 브랜드충성도를 높이려는 전략을 구사할 때 참여도에 대한 고려가 포함되어야 할 것이다. 즉 웹 브랜드관리자는 적극적으로 들어나게 참여하는 고객뿐 아니라 수동적으로 참여하는 고객들에게도 접근하는 방안이 필요하다. 적극참여고개의 경우 충성도를 높이면 방문회수나 방문시간을 높이게 되겠으나 만족도를 높이거나 브랜드태도를 높이는 것이 그 정도로 브랜드충성도를 높이는 가장 최선의 방안은 아닐 수도 있다. 그러나 수동적 참여고객들의 만족도와 브랜드태도를 증진시킴으로서 보다 상대적으로 더 브랜드 충성도를 높이는 효과를 얻을 수 있다. 즉, 수동적 참여고객들이 웹 브랜드에 긍정적 태도를 가지게 되거나 만족하게 되면 보다 더 충성스러운 고객이 될 수 있다.

Majority of researches about brands mainly focus on customer goods settings and service settings in offline environment. For a better understanding of emerging web brands, this study investigates the role of interactivity, experiential value and participation in the process of web brand building. In this study, we choose virtual community business as a representative for web business (brand) in China. Out of 460 chinese users surveyed, 422 responses were adopted for the analysis. The research results show that interactivity affects web brand loyalty through brand experiential value, satisfaction and web brand attitude. It is interesting that interactivity affects brand experiential value rather than satisfaction and brand experiential value plays an important role by mediating the effect of perceived interactivity on satisfaction. Web brand managers need to try to explore different experiential strategies to enhance brand experience. The role of customer participation on the effects of satisfaction and those of web brand attitude on web brand loyalty is also explored. The research results show that customer participation moderates the effects of satisfaction and web brand attitude on web brand loyalty. Interestingly enough, the impacts of satisfaction and brand attitude on brand loyalty decrease with the increasing level of participation. In other words, satisfaction and web brand attitude better predict web brand loyalty for lurkers (passive participation) than posters (active participation). Hence, participation need to be included for marketing strategies based on web brand loyalty and its predictors.

With the rapid development of the metaverse and immersive technologies, virtual experience has emerged as a pivotal innovative medium, significantly enhancing user participation and fostering profound emotional connections. Grounded in Symbolic Interaction Theory and Self-Expansion Theory, this study investigates the mechanisms through which virtual experience interactivity influences user acceptance and attachment. The research framework posits three dimensions of interactivity—content interaction, situational interaction, and device interaction—as independent variables, with user acceptance and attachment serving as dependent variables. Furthermore, self-cognitive expansion, spiritual expansion, and self-efficacy expansion are incorporated as mediating variables. Data were collected through an online questionnaire survey, yielding 350 valid responses from active users of various virtual platforms. The data were subsequently analyzed using Structural Equation Modeling (SEM). The empirical results demonstrate that all three interactivity dimensions significantly impact user acceptance and attachment, but through distinct mediating pathways. Specifically, situational interaction strongly influences attachment through the mediation of self-cognitive expansion, while device interaction directly drives user acceptance. Content interaction, on the other hand, exerts its primary effect on attachment via spiritual expansion. These findings not only validate the theoretical model and enrich academic research but also offer valuable practical insights for designers and marketers seeking to optimize virtual experiences.

The main goal of this study is to propose a model of simplicity and interactivity effect on usability in the blog services. As web-based applications become increasingly complicated, the need for simplicity in user interface design has grown for better usability. Also, interactivity has been known to influence on usability. Previous studies argued that usability is a key factor for system success. Usability is concerned with attributes of an application that makes it understandable, learnable, easy to use, and attractive. For the complicated technology, perceived control, related to direct manipulation of an object, is important. In this regard, we posit that simplicity, interactivity, and perceived control makes important antecedents to usability. Finally, we tested that the effect of usability on user s loyalty with the blog services along with trust and satisfaction. Future studies will empirically examine the proposed model, emphasizing the importance of simplicity and interactivity for the user interface design

로블록스(Roblox)와 제페토(ZEPETO)와 같은 메타버스 플랫폼이 Z세대 중심으로 확산되고 관련 광고 캠페인이 증가함에도, 기존 웹·앱 기반 미디어와 비교한 메타버스 고유 특성과 이용자 행동 연구 는 부족하다. 이에 따라 본 연구에서는 메타버스와 유사한 특성을 가진 SNS, MMORPG, 라이브 스트리밍, 가상세계의 상호작용성 요소를 재조합하여 메타버스의 상호작용성 어포던스를 도출했다. 그리고 인지된 상호작용성 요소(Perceived Interactivity)이 메타버스에서 접하는 브랜드에 대한 사용자의 수용에 어떻게 영향을 미치는지 브랜드 태도(Brand Attitude)와 브랜드 애착(Brand Attachment)을 중심으로 분석했다. 구 체적으로 인지된 상호작용성, 브랜드 태도와 브랜드 애착, 몰입(Flow). 사용자-아바타 동일시(User-Avatar Identification)의 관계를 검증하였다. 연구 결과, 인지된 상호작용성은 브랜드 태도(Brand Attitude)보다는 브 랜드 애착(Brand Attachment)에 직접적인 영향을 미쳤으며 상호작용성 요소들 중 통제성(Control)이 상호 작용성에 가장 유의미한 영향을 미쳤다. 몰입(Flow)은 상호작용성과 브랜드 태도 및 브랜드 애착 모두를 매개하고. 사용자-아바타 동일시(UAI)는 상호작용과 몰입에 조절 효과를 보이지 않았다. 또한 본 연구는 메타버스 상호작용성 구성요소를 규명하고 브랜드 수용 메커니즘을 밝혀, 새로운 미디어 환경에서의 브랜 드 캠페인과 유저 행동을 분석하는데 시사점을 제공한다.

Despite the proliferation of metaverse platforms like Roblox and ZEPETO among Generation Z and increasing advertising campaigns, research on metaverse-specific properties and user behavior remains limited. This study derives metaverse interactivity affordances by recombining elements from SNS, MMORPG, live streaming, and virtual worlds, then analyzes how Perceived Interactivity influences Brand Attitude and Brand Attachment. The study examines relationships among Perceived Interactivity, Brand Attitude, Brand Attachment, Flow, and User-Avatar Identification (UAI). Results indicate that Perceived Interactivity directly impacts Brand Attachment rather than Brand Attitude, with Control showing the strongest influence on interactivity. Flow mediates between interactivity and both brand outcomes, while UAI shows no moderating effect. This research identifies metaverse interactivity components and brand acceptance mechanisms, providing insights for brand campaigns in new media environments.