Korean Society for Journalism and Communication Studies

This research explores interactivity dimension in the portal media (such as Yahoo, Naver, Daum, Paran, and Nate). The research is designed to measure user's perception of interactivity in the portal site at the three levels including 1) media 2) contents, 3) perception of HCI and CMC. This research also seeks the associated variables relationship among those variables through SEM (structural equation model). The 587 data was collected and was analyzed to test the hypotheses. The results shows that the dimension of the media side's interactivity affected to the content's side's interactivity. The content side's interactivity affected the user's perception of portal media level either HCI and CMC media.