Proper

Abstract

In spite of the significance of mobile interactivity in the success of business, there is not much literature focused on distinguishing mobile interactivity (m-interactivity) from interactivity via fixed broadband internet (e-interactivity). In terms of methodology to evaluating level of interactivity of mobile websites, practitioners expects to recognize whether interactive features they offer to users may actually raise the level of consumers’ perceived interactivity. Accordingly, the current study attempts to explore we hypothesized a positive relationship between feature-based and perception-based interactivity. Based on ANOVA, we found out that interactive features positively affect all the types of perceptual interactive dimensions including synchronicity, rich contents, contextual services, active control, two-way communication with service providers, and interpersonal communication with others.