A meta-analysis of 37 studies was conducted to investigate the cognitive effects of website interactivity. Study results suggested that interactivity significantly enhanced user involvement, but did not help with message comprehension, elaboration, memory, or knowledge gain. Other findings showed that the cognitive effects of website interactivity did not vary by different operationalizations of interactivity and that high levels of interactivity failed to benefit users’ cognitions. Additional results indicated that for experiential websites, incorporating interactivity facilitated users’ cognitive performances. The same benefit of website interactivity, however, failed to hold true for informational websites.
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