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Although the functional view has predominated academic research on interactivity, this study operationalizes the contingency view in the context of an experiment designed to investigate the impression formation effects of interactivity in Web-based mass communication. A third of the participants in a between-participants experiment (N=60) were exposed to the lowinteractivity version (no hyperlinks) of a political candidate\u2019s Web site, another third to the medium-interactivity version (a single layer of related links), and the remaining third to the high-interactivity version (two hierarchical layers of related links). The results indicate that the level of Web site interactivity influenced participants\u2019 perceptions of the candidate as well as their levels of agreement with his policy positions. Implications for conceptual development of interactivity are discussed.<\/jats:p>","DOI":"10.1177\/0093650202239025","type":"journal-article","created":{"date-parts":[[2003,4,28]],"date-time":"2003-04-28T06:25:30Z","timestamp":1051511130000},"page":"30-59","source":"Crossref","is-referenced-by-count":344,"title":["Explicating Web Site Interactivity"],"prefix":"10.1177","volume":"30","author":[{"given":"S. Shyam","family":"Sundar","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Sriram","family":"Kalyanaraman","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Justin","family":"Brown","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"179","published-online":{"date-parts":[[2003,2,1]]},"reference":[{"key":"atypb1","unstructured":"Ahern, R. K. & Stromer-Galley, J. (2000, June). 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