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Interactivity and Explicit Memory Formation of Consumer Undergraduate Male Students on Internet Environment

Author

Listed:
  • George Bedinelli Rossi

    (Escola Superior de Propaganda e Marketing - ESPM)

  • Dirceu da Silva

    (Nove de Julho University - UNINOVE)

  • Mauro Neves Garcia

    (In Memoriam)

Abstract

This research aims to integrate the theories of Explicit Memory and Interactivity, contributing to the theoretical development of both. We investigated whether the interactivity precedes the explicit consumer memory. Data collection was carried on by sending online questionnaire to 876 undergraduate male students, with a return of 453 valid questionnaires. Data were analyzed using Structural Equation Modeling of the constructs Explicit Memory and Interactivity. The analyzes indicate that interactivity increases explicit consumer memory, filling a theoretical gap of this concept about its effects. Moreover, it is a concept related to the future, not only to the past and to present, as shown by the classical definitions. As for explicit memory, its formation results from the individual's interactions with the environment, which was not explained by classical theories. The results indicated that interactivity and explicit memory are almost independent of each other, having low correlation or almost nil.

Suggested Citation

  • George Bedinelli Rossi & Dirceu da Silva & Mauro Neves Garcia, 2016. "Interactivity and Explicit Memory Formation of Consumer Undergraduate Male Students on Internet Environment," Brazilian Business Review, Fucape Business School, vol. 13(5), pages 1-26, September.
    • Handle: RePEc:bbz:fcpbbr:v:13:y:2016:i:5:p1-26
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    References listed on IDEAS

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    2. van Noort, Guda & Voorveld, Hilde A.M. & van Reijmersdal, Eva A., 2012. "Interactivity in Brand Web Sites: Cognitive, Affective, and Behavioral Responses Explained by Consumers' Online Flow Experience," Journal of Interactive Marketing, Elsevier, vol. 26(4), pages 223-234.
    3. Ariely, Dan, 2000. "Controlling the Information Flow: Effects on Consumers' Decision Making and Preferences," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(2), pages 233-248, September.
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