Effects of perceived interactivity and web organization on user attitudes

Abstract

Research question: This study sought to answer the following research question: What are the significant determinants influencing online users' attitudes to sports websites? Specifically, this investigation examined (1) the direct and indirect effects of web content and perceived interactivity and (2) the moderating effect of web organization on attitudes.Research methods: Respondents (N = 329) from a large university in the USA were utilized to test a conceptual model in this study. Structural Equation Model (SEM) analysis was used to test four research hypotheses. Results and findings: The results showed that two web content components, entertainment (β = .31, p < .01) and information (β = .22, p < .01), directly influenced the users' attitude toward sport websites, while perceived interactivity directly (β = .28, p < .01) and indirectly (perceived interactivity → entertainment; β = .28, p < .01; perceived interactivity → information; β = .30, p < .01) affected to the attitudes. In addition, web organization played a moderate role between perceived interactivity and users' attitude toward sport websites. Implications: The findings of this study suggest that sport marketers need to place more emphasis on perceived interactivity and web organization, which significantly affect overall attitudes toward their affiliated websites. It would be particularly beneficial for sport marketers to use the interactive content of sport websites to reach current and potential users, but it is important to note that for the interactivity functions to be effective they should be well organized.

How 360-Degree Video Influences Content Perceptions and Environmental Behavior: The Moderating Effect of Environmental Self-Efficacy

“…When users can pan, swipe, zoom-in, and drag virtual objects on the website, they involve greater number of sensory channels to process the information (Reeves & Nass, 2000), which provides greater immersion into the stimulus (Beuckels & Hudders, 2016; Oh & Sundar, 2015). Especially, perceived interactivity has been shown to play a significant role in predicting feelings of immersion (Lee & Chung, 2013) and greater user attitudes toward the website and its content (T. Ahn et al, 2014).…”

Examining fan engagement through social networking sites

“…interactions among fans who share a common interest with the team; Chan and Li, 2010), team-to-fan relationship (i.e. fans' behaviours arising from the actions of the team; Ahn et al, 2014) and fan co-creation (i.e. interactions among fans aimed at increasing the value of the team for them; Uhrich, 2014).…”

“…In this study, the concept of team-to-fan relationship in SNS is linked to an interactive relationship created by the team 166 IJSMS 20,1 aimed at building a long-term relationship with fans (Hsiao et al, 2015). Ahn et al (2014) further proposed that professional sport organisations should increasingly focus on creating dynamic SNS (e.g. relevant information, improved design and entertainment possibilities) to drive traffic and to maintain a strong interactive relationship with their fans.…”

The Impact of Interactivity on Advertising Effectiveness of Corporate Websites: A Mediated Moderation Model

“…Several empirical studies indicated that perceived interactivity positively influences the attitude towards the website (Ahn, Hong, & Pedersen, 2014;Cho & Leckenby, 1999;Hwang & McMillan, 2002;Jee & Lee, 2002;McMillan et al, 2003;Schlosser, 2003;Song & Zinkhan, 2008;Wu, 2000;Yoo & Stout, 2001). On the other hand, the findings of the studies, which investigated the relationship between actual interactivity and the attitude towards the website, were inconsistent as some studies found that actual interactivity positively influences the attitude towards the website (Boushra, 2008;Fiore & Jin, 2003) while others indicated a mixed or negative impact (Bezjian-Avery et al, 1998;Bucy, 2004;Coyle & Thorson, 2001;Fortin & Dholakia, 2005;Massey & Levy, 1999;Sundar, 2000;Sundar et al, 2003).…”