Since the Web’s inception, marketers as well as the advertisers have attempted to harness its great potential to improve the efficiency and effectiveness of both marketing and advertising. Even though interactivity is regarded as the Web’s most unique and valuable characteristic, there is still no agreement on what actually constitutes the interactivity construct. One of the most important reasons why interactivity is so hard to define is that it is multi-dimensional and can be observed from such different levels as feature, process and perceptions. Among all the existing definitions of perceived interactivity, Liu and Shrum’s is used most often and it serves as the conceptual foundation for our scale development. In addition, we incorporate the responsiveness element proposed by Johnson, Bruner and Anand and designate perceived interactivity as a four-dimensional construct that consists of communication, control, responsiveness and speed.
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- Development of a Scale to Measure the Perceived Interactivity of Websites
Xia (Linda) Liu