PT - JOURNAL ARTICLE AU - Colleen P. Kirk AU - Larry Chiagouris AU - Vishal Lala AU - Jennifer D. E. Thomas TI - How Do Digital Natives and Digital Immigrants Respond Differently to Interactivity Online? AID - 10.2501/JAR-55-1-081-094 DP - 2015 Mar 01 TA - Journal of Advertising Research PG - 81--94 VI - 55 IP - 1 4099 - http://www.journalofadvertisingresearch.com/content/55/1/81.short 4100 - http://www.journalofadvertisingresearch.com/content/55/1/81.full SO - J Advert Res2015 Mar 01; 55 AB - 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.