PT  - JOURNAL ARTICLE
AU  - Yuping Liu
TI  - Developing a scale to measure the interactivity of websites
AID  - 10.2501/JAR-43-2-207-216
DP  - 2003 Jun 01
TA  - Journal of Advertising Research
PG  - 207--216
VI  - 43
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/43/2/207.short
4100  - http://www.journalofadvertisingresearch.com/content/43/2/207.full
SO  - J Advert Res2003 Jun 01; 43
AB  - This article describes the development and validation of a scale measuring the interactivity of websites. Three studies were conducted to verify the factor structure, content validity, discriminant validity, and reliability of the scale. Results from the studies showed that interactivity comprises three correlated but distinct dimensions: active control, two-way communication, and synchronicity. The multidimensional scale showed a high level of validity and reliability and yielded consistent ratings among both experienced and inexperienced internet users.