The Effect of Web Characteristics on Relationship Building
- 1 July 2003
- journal article
- Published by Taylor & Francis in Journal of Public Relations Research
- Vol. 15 (3) , 199-223
- https://doi.org/10.1207/s1532754xjprr1503_1
Abstract
The purpose of this article is to examine the relationship between Web characteristics and perceptions toward relational components. A 2 (low interactivity and high interactivity) x 2 (text-oriented and multimedia-oriented) between-group experiment was designed with 197 participants to investigate this question. The outcomes showed that interactivity has significant effects on relationship building. However, the interaction effects between interactivity and medium arrangement suggest that nonessential arrangement of interactivity and multimedia did not enhance positive perceptions of relationships with the organizations. Interactivity, however, showed that the main effect, multimedia orientation, did not. The application of interactivity on the Web was discussed for better relationship building.Keywords
This publication has 34 references indexed in Scilit:
- Commercial Scenarios for the Web: Opportunities and ChallengesJournal of Computer-Mediated Communication, 2006
- Networked InteractivityJournal of Computer-Mediated Communication, 2006
- The limited capacity model of mediated message processingJournal of Communication, 2000
- Relationships between organizations and publics: Development of a multi-dimensional organization-public relationship scalePublic Relations Review, 1999
- Interactivity reexamined: A baseline analysis of early business web sitesJournal of Broadcasting & Electronic Media, 1998
- Consumers and Their Brands: Developing Relationship Theory in Consumer ResearchJournal of Consumer Research, 1998
- Toward a Theory of the Effectiveness of Multimedia SystemsInternational Journal of Human–Computer Interaction, 1997
- The Internet as Mass MediumJournal of Communication, 1996
- Defining Virtual Reality: Dimensions Determining TelepresenceJournal of Communication, 1992
- Relational maintenance strategies and equity in marriageCommunication Monographs, 1992