The Mediated Moderation Model of Interactivity

@inproceedings{Bucy2007TheMM,
  title={The Mediated Moderation Model of Interactivity},
  author={Erik P. Bucy and Chen-Chao Tao},
  year={2007}
}
This paper argues for enhanced consideration of third variables in interactivity research and proposes a “mediated moderation” model to bring increased sophistication to bear on the study of information technology effects. Interactivity, a central phenomenon in new media research, is an elusive concept that has enduringly intrigued and confused scholars. Extant conceptualizations have produced incomplete causal models and have generally ignored the effect of third variables. We conceptualize… CONTINUE READING

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