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Abstract
Interactivity is identified as a key component in the new media; however, the complex relationship between interactivity and marketing communication effectiveness measures has yielded inconclusive results. The purpose of this research is to study the underlying mechanisms between interactivity and marketing communication outcomes of corporate websites. This study proposes a model that empirically examines the role of the perceived interactivity in mediating the effect of actual interactivity on marketing communication outcomes of corporate websites; moreover, it studies the moderating role of individual consumer differences on perceived interactivity. The empirical evidence indicates that perceived interactivity mediates the relationship between actual interactivity and attitude towards the website, attitude towards the brand, purchase intention, and co-creation advertising; additionally, it reveals that age, educational level, years of using the Web, years of using the computer and academic major play significant moderating roles between actual and perceived interactivity. Thus, the mediated moderation model is supported. Furthermore, this study tackles the implications of the interactivity theory building in the practice of marketing communications