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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.
Jo et al. (Tue,) studied this question.