The Mediated Moderation Model of Interactivity

This paper argues for enhanced consideration of third variables in interactivity re-search and proposes a “mediated moderation ” model to bring increased sophistica-tion to bear on the study of information technology effects. Interactivity, a central phenomenon in new media research, is an elusive concept that has enduringly in-trigued and confused scholars. Extant conceptualizations have produced incomplete causal models and have generally ignored the effect of third variables. We conceptu-alize interactivity as technological attributes of mediated environments that enable reciprocal communication or information exchange, which afford interaction be-tween communication technology and users, or between users through technology. Specifying roles for mediator and moderator variables, this paper proposes a model that incorporates interactive attributes, user perceptions (mediators such as perceived interactivity), individual differences (moderators such as Internet self-efficacy), and media effects measures to systematically examine the definition, process, and conse-quences of interactivity on users. Lastly, statistical procedures for testing mediated moderation are described