The Loop Model: Modeling Consumer Interactivity and Trust in Campaigns Coupling Simultaneous Media

Based on the responses of 498 consumers, this research simulates the LOOP Model: the consumer’s experience of interactivity and trust when interacting with campaigns simultaneously coupling ubiquitous channels (e.g., smartphone) with other channels of response (e.g., internet, magazines). A CFA and SEM modeling procedure showed excellent discriminant and convergent validity and goodness of fit. All hypothesized relationships were significant. The interactive experience and purchase is optimized because reciprocity and contingency are amplified. Synchronicity and control also play a significant role. The interactive experience is significantly affected by system and vendor trust. The research implications are discussed.