Developing a scale to measure the interactivity of websites

Yuping Liu

This article describes the development and validation of a scale measuring the interactivity of websites.

developing a scale to measure the interactivity of websites

Yuping Liu Old Dominion University

From the beginning, the internet has stood out as being highly interactive. The easy modifiability of contents and the ability for instant information transmission has given users control and two-way communication opportunities that have not been possible with traditional media. Utilizing this interactive nature of the internet, companies can now communicate more efficiently with consumers on a one-to-one basis. They can also better gauge consumer interests in their offerings.

Being such a central characteristic of the internet medium, it is surprising how little interactivity is...

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