Abstract
ABSTRACT This study uses four manipulated versions of a website that provides particulate matter (PM) information, by differentiating the degree of interactivity of website features, to examine the effect of interactivity on systematic processing and behavioral intention. The data from the online experiment show that the medium level of interactivity was effective for enhancing systematic processing and, in turn, increased intentions to learn about the website. In addition, this relationship was especially emphasized for those who had negative preexisting PM attitudes. The findings contribute to developing the framework of interactivity research and provide suggestions for website design.
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