Consumer perceptions of interactive media

This study examined consumer perceptions of interactive media from a uses and gratifications perspective. The structure of 11 media options, including two interactive media (videotex and teletext) in a three‐dimensional space, was found to be similar to that reported in previous research not involving the new media. However, the meaning of the dimensions that comprised the space appeared to be somewhat different. Results suggest that media gratifications theory holds considerable promise for future research involving the new media, and that such research might best occur within the context of an individual's total media environment.