The Mediated Moderation Model of Interactivity

Abstract

This paper argues for enhanced consideration of third variables in interactivity research and proposes a "mediated moderation" model to bring increased sophistication to bear on the study of information technology effects. Interactivity, a central phenomenon in new media research, is an elusive concept that has enduringly intrigued and confused scholars. Extant conceptualizations have produced incomplete causal models and have generally ignored the effect of third variables. We conceptualize interactivity as technological attributes of mediated environments that enable reciprocal communication or information exchange, which afford interaction between communication technology and users, or between users through technology. Specifying roles for mediator and moderator variables, this paper proposes a model that incorporates interactive attributes, user perceptions (mediators such as perceived interactivity), individual differences (moderators such as Internet self-efficacy), and media effects measures to systematically examine the definition, process, and consequences of interactivity on users. Lastly, statistical procedures for testing mediated moderation are described.An enduring question and major inconsistency in interactivity research is how to best isolate the concept for systematic investigation. Various definitions and multi-dimensional models have been proposed but current approaches attempt to either mix structural characteristics of media systems, message exchanges, and user perceptions into a single multidimensional construct, or identify one of these factors as the central locus of interactivity (Sundar, 2004). Not surprisingly, the empirical research on interactivity has yielded scattered findings and has been unable to ascertain consistent patterns of effects on users. After three decades of analysis and investigation, we scarcely know what interactivity really is, let alone what MEDIA PSYCHOLOGY, 9,

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

“…This study empirically tested the mediated moderation model proposed by Bucy & Tao (2007); furthermore, it advanced the study of interactivity by exploring the role of perceived interactivity in mediating the impact of actual interactivity on two key advertising effectiveness measures: purchase intention and brand attitude and by scrutinizing the moderating role of two key individual differences (age and gender).…”

“…In a similar vein, Bucy & Tao (2007) posited that perceived interactivity should be positioned as a mediator variable, and they further proposed the "mediated moderation" model that incorporates four kinds of variables: the actual interactivity as the media stimulus, the perceived interactivity as the mediator, the individual differences as the moderators, and the advertising effects as the outcome measures. In their study, Song & Bucy (2008) empirically examined the mediating impact of perceived interactivity on the political attitudes and the websites' evaluations in addition to exploring the moderating effect of political sophistication and internet self-efficacy.…”

“…Since the model proposed by Bucy & Tao (2007) is based on the idea that perceived interactivity is a mediator of the media effects, the researchers will, accordingly, explore in this study the role of perceived interactivity as a mediator of the impact of actual interactivity on purchase intention.…”

Virtual Self-Modeling: The Effects of Vicarious Reinforcement and Identification on Exercise Behaviors

“…characterized by interactivity, which has been shown to be an influential feature in other media (Bucy & Tao, 2007;Sundar, 2007). Users have the opportunity to engage with a responsive environment and virtual humans whose behaviors are contingent on the user's actions.…”

The impact of advanced analytics and data accuracy on operational performance: A contingent resource based theory (RBT) perspective

“…After this confirmation, we extended our analysis to see if the moderation of SCI is, in fact, "mediated moderation". Mediated moderation takes places when four variables are interacting through moderation and mediation in that the interaction effect of an independent variable and a moderator on the dependent variable is through a mediator (Bucy et al 2007;Muller et al 2005).…”