RT Journal Article
SR Electronic
T1 Developing a scale to measure the interactivity of websites
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 207
OP 216
DO 10.2501/JAR-43-2-207-216
VO 43
IS 2
A1 Yuping Liu
YR 2003
UL http://www.journalofadvertisingresearch.com/content/43/2/207.abstract
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.