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Developing a Scale to Measure the Interactivity of Websites

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  • LIU, YUPING
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    Abstract

    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.

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    File URL: http://journals.cambridge.org/abstract_S0021849903030204
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    Bibliographic Info

    Article provided by Cambridge University Press in its journal Journal of Advertising Research.

    Volume (Year): 43 (2003)
    Issue (Month): 02 (June)
    Pages: 207-216

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    Handle: RePEc:cup:jadres:v:43:y:2003:i:02:p:207-216_03

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    Cited by:
    1. Magnini, Vincent P. & Karande, Kiran, 2011. "Understanding consumer services buyers based upon their purchase channel," Journal of Business Research, Elsevier, vol. 64(6), pages 543-550, June.
    2. Richard, Marie-Odile & Chandra, Ramdas, 2005. "A model of consumer web navigational behavior: conceptual development and application," Journal of Business Research, Elsevier, vol. 58(8), pages 1019-1029, August.

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