Lessons Learned from Experiments with Interactivity on the Web

Mark Tremayne

This article reviews the empirical literature on interactivity, primarily studies based on experimental designs, and concludes that two conceptualizations of interactivity are beginning to dominate: the functional and the perceptual.
  
Lessons Learned from Experiments

Lessons Learned from Experiments with Interactivity on the Web

Mark Tremayne University of Texas at Austin

Introduction

As many have noted, there is little consistency in the communication research literature concerning the proper conceptualization of interactivity. This has led to the unfortunate situation of scholars sometimes reaching contradictory conclusions, not because their findings are necessarily at odds, but because the definitions of key terms are not the same. Although this is bound to occur with emerging concepts, advancement in theory is enhanced...

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