چکیده (انگلیسی):

Existing research on the effects of interactivity tends to treat it as a global characteristic of the interface. However, not all content on an interface is endowed with interactive features. Therefore, it is important to explore how interactivity affects the cognitive processing of those particular content that is presented with interactive features and the surrounding content without these features. With this objective, a between-subjects experiment was conducted to understand how levels of interactivity affect information processing among users of an e-commerce website. The major findings of the study are: 1) Higher interactivity enhances recognition as well as recall memory of interactive content, but diminishes recognition and recall memory of non-interactive content; 2) Individuals spend the least amount of time on the interface with high interactivity, while most of this time is spent on interactive part rather than non-interactive part of the interface; 3) A moderate level of interactivity attracts most user attention to product information. The findings about interactivity’s effect have implications for cue-summation theory and limited capacity theory. The experiment’s results also hold practical implications for e-tailers.