Interactive television (IPTV) leads to noteworthy changes in marketing and advertising. As an innovative technology, IPTV provides advanced, customized, and personalized television services, with interactivity assumed to be the major difference from traditional media. The purpose of this study...

To clarify interactivity as functions, processes, and perceptions, and to examine the moderating role of experience, this study uses an experimental design to investigate key questions about functional features, actual interactions and perceptions, and the consequences (i.e., attitude, trust,...