Developing an Integrated Model of Interactivity in the Context of Travel-Related Web Sites

This dissertation investigates relationships among interactivity as functional features, actual interaction and perception, its moderators (i.e. experience) and its consequences (i.e. attitude, trust and purchase intention) in the context of travel-related Web sites. This study is expected to contribute to the body of knowledge by clarifying the concept of interactivity in an important advertising/marketing context. An experimental design is used to explore key questions about relationships among types of interactivity, with a focus on exploring similarities and differences in Human-to-Human and Human- to-Computer interactivity, as well as moderators and consequences of the interactive experience at travel-related Web sites.