Abstract:This research aims to integrate the theories of Explicit Memory and Interactivity, contributing to the theoretical development of both. We investigated whether the interactivity precedes the explicit consumer memory. Data collection was carried on by sending online questionnaire to 876 undergraduate male students, with a return of 453 valid questionnaires. Data were analyzed using Structural Equation Modeling of the constructs Explicit Memory and Interactivity. The analyzes indicate that interactivity increase… Show more
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.