How Do Digital Natives and Digital Immigrants Respond Differently to Interactivity Online?
研究数字信息环境下，感知互动性对产品态度和采用意向的影响，发现控制感和沟通维度对数字原住民（从小接触互联网）有正面作用，但对数字移民（较晚接触互联网）效果不一。
<h3>ABSTRACT</h3> The advertising industry has devoted substantial managerial focus on digital information and entertainment. Scholarly attention, however, has lagged. The current study examined the effects of perceived interactivity on attitude and intention to use a new product (adoption intention) in the context of digital information. In particular, the authors examined differences in response between younger “digital natives,” who were exposed to the Internet in childhood, and older “digital immigrants” exposed later in life. Results revealed that the control and communication dimensions of perceived interactivity lead to more positive attitudes and adoption intentions for digital natives but not always for digital immigrants.