.png){kind=logo}
ISSN : 1229-8778
A key research issue to this study is to pursue a quantitative integration and review of the construct of ‘interactivity,’ which has been conceived as the most crucial concept in digital and online communication areas for past decades. The research focus is on examining the influence of interactivity on cognitive, affective, and behavioral responses in various communication contexts by using a meta-analysis method. The results demonstrates that interactivity significantly affects consumers’ responses to advertisements in terms of cognitive, attitudinal and behavioral effects. Specifically, it is found that the impact of interactivity is manifest when the dependent variables are attitudinal and behavioral, whereas the effect on cognitive variables such as recall is modest. Further, in line with previous studies, underlying dimensions and different types of interactivity are found to be generate varying levels of consumer responses.
김광재, 은혜정 (2013). 라디오 이용자의 만족도 형성에 관한 연구: 상호작용성을 중심으로. 방송통신연구, 83, 41-73.
손영곤 (2013). 국내 유명인 모델의 광고효과 연구에 대한 메타분석. 한양대학교 박사학위논문.
손영곤 (2014). 메타분석에 의한 국내 유명인 모델의 광고효과 연구 현황 및 개관. 광고홍보학보, 16(2), 183-220.
송혜향 (1998). 의학, 간호학, 사회과학 연구의 메타분석법. 서울: 청문각
오성삼 (2007). 메타분석의 이론과 실제. 서울: 건국대학교 출판부.
이두희, 구지은 (2001). 인터넷 쇼핑몰에서의 상호작용성에 관한 연구: 척도개발 및 효과분석. 마케팅연구, 16(2), 115-140.
이수범, 손영곤 (2014). 국내 인터넷/모바일 광고 분야의 연구 경향: 메타분석에 의한 연구통합. 광고학연구, 25(8), 179-211.
이병관, 윤태웅 (2014). 공익광고의 프레이밍 효과에 관한 연구 메타분석. 광고홍보학보, 14(2), 33-60.
이병관, 손영곤, 서동명, 좌보경, 홍현호, 이진우 (2013). 지난 40년 간 공포소구 연구의 통합-국내 공포소구 연구에 대한 메타분석, 광고홍보학보, 15(3), 126-155.
이종호 (2014). 온라인 학습에서 실재감의 효과에 대한 메타분석. 한양대학교 대학원석사학위논문.
정인숙, 전성숙, 황선경, 김동희, 하주영 (2008). 체계적 문헌고찰과 메타분석. 서울: 수문사.
조지민 (2004). 교육평가용어사전. 한국교육평가학회: 학지사.
최환진 (2000). 웹사이트의 상호작용성을 중심으로 본 인터넷 광고의 효과과정. 광고연구, 47, 62-89.
황성동 (2014). 알기 쉬운 메타분석의 이해. 서울: 학지사.
황장선, 김은혜, 조정식 (2006). 웹사이트에 대한 태도에 영향을 미치는 요인으로서의 인지된 상호작용성, 인터넷 이용동기 및 관여도. 한국광고홍보학보, 8(1), 159-186.
황장선, 도선재 (2011). 사용자간 상호작용성(User-to-User Interactivity)의 측정을 위한 척도 개발과 검증: 온라인 브랜드 커뮤니티를 대상으로. 광고학연구, 22(4), 203-230.
Ariely, D. (2000). Controlling the information flow: Effects on consumers' decision making and preferences. Journal of consumer research, 27(2), 233-248.
Becker, B. J. (2005). Failsafe N or file drawer number. In H. R. Rothstein, A. J. Sutton & M. Borenstein(eds.), Publication Bias in Meta-Analysis: Prevention, Assessment and Adjustments. Chichester, UK: John Wiley & Sons, Ltd.
Borenstein, M., Hedges, L. V., Higgins, J. P. T., & Rothstein, H. R. (2009). Introduction to meta-analysis. West Sussex, UK: John Wiley & Sons, Ltd.
Brown, S. P., & Stayman, D. M.(1992). Antecedents and consequences of attitude toward ad: A meta-analysis. Journal of Consumer Research, 19, 34-51.
Burgoon, J. K., Bonito, J. A., Bengtsson, B., Ramirez, A., Dunbar, N. E., & Miczo, N. (2000). Testing the Interactivity Model: Communication Processes, Partner Assessments, and the Quality of Collaborative Work, Journal of Management Information Systems, 16 (3), 33-56.
Cho, C., & Leckenby, J. (1999). Interactivity as a measure of advertising effectiveness: Antecedents and consequences of interactivity in Web advertising, Presented at the annual conference of the American Academy of Advertising, NM: Albuquerque.
Choi, Y., Hwang, J. S., & McMillan, S. (2008). Gearing up for mobile advertising: A cross- cultural examination of key factors that drive mobile messages home to consumers, Psychology & Marketing, 25 (8), 756-768,
Cohen, J. (1988). Statistical power analysis for the behavioral sciences. Hillsdale, New Jersey: Lawrence Erlbaum Associates.
Coyle, J., & Thorson, E. (2001). The effects of progressive levels of interactivity and vividness in Web marketing sites. Journal of Advertising, 30(3), 65-77.
Crawford, C. (1990). Lessons from computer fgame design. The art of human-computer interface design, B. Laurel, ed., Reading, MA: Addison- Wesley Publishing Company, Inc., 103-111.
Duval, S. J., & Tweedie, R. L. (2000). Trim and fill: A simple funnel-plot-based method of testing and adjusting for publication bias in meta-analysis. Biometrics, 56, 455-463.
Edwards, S. M., Li, H., & Lee, J. H. (2002). Forced exposure and psychological reactance: Antecedents and consequences of the perceived intrusiveness of pop-up ads. Journal of Advertising, 31(3), 83-95.
Egger, M., Smith, G., Schneider, M., & Minder, G. (1997). Bias in meta-analysis detected by simple graphical test. BMJ, 315, 629-634.
Eisend, M. (2009). A meta-analysis of humor in advertising. Journal of the Academy of Marketing Science, 37, 191-203.
Eisend, M. (2010). A meta-analysis of gender role in advertising. Journal of the Academy of Marketing Science, 38, 410-448.
Ellis, P. D. (2010). The essential guide to effect sizes: Statistical power, meta-analysis, and the interpretation of research results. NY: Cambridge University Press.
Feeley, T. H., & Moon, S. (2009). A meta-analytic review of communication campaigns to promote organ donation. Communication Reports, 22(2), 63-73.
Fortin, D. R., & Dholakia, R. R. (2005). Interactivity and vividness effects on social presence and involvement with a web－based advertisement. Journal of Business Research, 58(3), 387-396.
Grewal, D., Kavanoor, S., Fern, E. F., Costly, C., & Barnes, J. (1997). Comparative versus noncomparaitve advertising: A meta-analysis. Journal of Marketing, 61, 1-15.
Haseman, W. D., Nuipolatoglu, V., & Ramamurthy, K. (2002). An empirical investigation of the influences of the degree of interactivity on user-outcomes in a multimedia environment. Information Resources Management Journal, 15(2), 31.
Hedges, L. V., & Olkin, I. (1985). Statistical methods for meta analysis. New York: Academic Press.
Higgins, J., & Green, S.(eds.). (2011). Cochrane handbook for systematic reviews of interventions (ver. 5.1.0), The Cochrane Collaboration. Retrieved from www.cochrane-handbook.org.
Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer mediated environments. Journal of Marketing, 60(3), 50-68.
Hunter, J. E., & Schmidt, F. L. (2004). Methods of meta-analysis: Correcting error and bias in research findings. Newbury Park: Sage Press.
Jee, J., & Lee, W. N. (2002). Antecedents and consequences of perceived interactivity. Journal of Interactive Advertising, 3(2), http://www.jiad.org.
Kay, A. (1990). User interface: A personal view. in the Art of Human-Computer Interface Design. B. Laurel, ed., Reading, MA: Addison-Wesley, 191-207.
Kelley, K., & Preacher, K. J. (2012). On effect size. Psychological Bulletin, 17(2), 137-152.
Kim, J., & McMllan, S. (2008). Evaluation of Internet Advertising Research: a Bibliometric Analysis of Citations from Key Sources, Journal of Advertising, 37(1), 99-112.
Latchem, C., Williamson, J., & Henderson-Lancett, L. (1993). Interactive Multimedia, London; Kogan Page.
Lee, J. (2000). Interactivity: A new approach, Presented at annual conference of the AEJMC, AZ: Pheonix. August 9-12.
Lee, T. (2005). The impact of perceptions of interactivity on customer trust and transactions in mobile commerce. Journal of Electronic Commerce Research, 6(3), 165-180.
Littel, J., Corcoran, J., & Pillai, V. (2008). Systematic Reviews and Meta-Analysis. New York: Oxford University Press.
Liu. Y. (2003). Developing a scale to measure the interactivity of Websites. Journal of Advertising Research, 43(2), 207-216.
McMillan, S. (2002). Exploring Models of Interactivity from Multiple Research Traditions: Users, Documents, and Systems, in Handbook of New Media (Liverow & Livingstone, eds.), London: Sage, 162-182.
McMillan, S. (2005). The Researchers and the Concept: Moving Beyond a Blind Examination of Interactivity. Journal of Interactive Advertising, 5(2), Available online.
McMillan, S., & Hwang, J. (2002). Measures of perceived interactivity: Aan exploration of the role of direction of communication, user control, and time in shaping perceptions of interactivity, Journal of Advertising, 31(3), 29- 42.
McMillan, S., Hwang, J., & Lee, G. (2003). Effects of structural and perceptual factors on attitude toward the Website, Journal of Advertising Research, 43(4), 400-409.
Rafaeli, S. (1988). Interactivity from New Media to Communication, in Advancing Communication Science: Merging Mass and Interpersonal Processes, Robert P. Hawkins, John M. Wiemann, and Suzanne Pingree, eds., Beverly Hills, CA: Sage, 110-134.
Reeves, B., & Nass, C. (1996), The Media Equation: How People Treat Computers, Televisions, and New Media Like Real People and Places, NY: Cambridge University Press
Rosenthal, R. (1979). The “file drawer problem” and tolerance for null results. Psychological Bulletin, 86, 638-641.
Rothstein, H. R., Sutton, A. J., & Borenstein, M. (2005). Publication bias in meta-analysis. In H. R. Rothstein, A. J. Sutton, & M. Borenstein(Eds.), Publication bias in meta- analysis(pp.1∼7). West Sussex: John Wiley & Sons Ltd.
Schultz, T. (2000). Mass media and the concept of interactivity: an exploratory study of online forums and e-mail, Media, Culture & Society, 22(2), 205-221.
Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in e-commerce: an exploration of its antecedents and consequences. Journal of Retailing, 42(4), 41-50.
Steuer, J. (1992). Defining Virtual Reality: Dimensions Determining Telepresence, Journal of Communication, 42(4), 73-93.
Sicilia, M., Ruiz, S., & Munuera, J. L. (2005). Effects of interactivity in a Web site: The moderating effect of need for cognition. Journal of Advertising, 34(3), 31-44.
Sohn, D., Ci, C., & Lee, B. K. (2007). The moderating effects of expectation on the patterns of the interactivity-attitude relationship. Journal of Advertising, 36(3), 109- 119.
Stewart, P., & Pavlou, D. (2000). Measuring the effects and effectiveness of interactive advertising: A research agenda. Journal of Interactive Advertising, 1(1), 62-78.
Walther, J. (1996). Computer-mediated Communication: Impersonal, Interpersonal, and Hyperpersonal Interaction. Communication Research, 23(1), 3-43.
Upshaw, L. (1995). The keys to building cyberbrands. Advertising Age, May 29.
Wu, G. (1999). Perceived interactivity and attitude toward Website. In M. S. Roberts (Ed.), Proceedings of the American Academy of Advertising, Gainesville, FL: University of Florida.
Yoo, C., & Stout, P. (2001). Factors affecting users' interactivity with the Web site and the consequences of users' interactivity. In C. R. Taylor (Ed.), Proceedings of the 2001 conference of the American Academy of Advertising, PA: Villanova University.
Zhang, P., & von Dran, G. M. (2000). Satisfiers and dissatisfiers: A two-factor model for website design and evaluation. Journal of the American Society for Information Science, 51(4), 1253-1268.