RT Journal Article SR Electronic T1 How Do Digital Natives and Digital Immigrants Respond Differently to Interactivity Online? JF Journal of Advertising Research JO J Advert Res FD WARC SP 81 OP 94 DO 10.2501/JAR-55-1-081-094 VO 55 IS 1 A1 Kirk, Colleen P. A1 Chiagouris, Larry A1 Lala, Vishal A1 Thomas, Jennifer D. E. YR 2015 UL http://www.journalofadvertisingresearch.com/content/55/1/81.abstract 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.