TY - JOUR T1 - Developing a scale to measure the interactivity of websites JF - Journal of Advertising Research JO - J Advert Res SP - 207 LP - 216 DO - 10.2501/JAR-43-2-207-216 VL - 43 IS - 2 AU - Yuping Liu Y1 - 2003/06/01 UR - http://www.journalofadvertisingresearch.com/content/43/2/207.abstract N2 - 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. ER -