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| Author: | McMillan, S.J. Hwang, J-S. |
| Title: | Measures of perceived interactivity: An exploration of the role of direction of communication, user control, and time in shaping perceptions of interactivity |
| Journal: | Journal of Advertising
2002 : FALL, VOL. 31:3, p. 29-42 |
| Index terms: | Advertising Internet Consumer behaviour Perception Marketing Communication Statistical methods Research USA |
| Freeterms: | Interfaces WWW |
| Language: | eng |
| Abstract: | Interactivity is an often mentioned but seldom operationalized concept associated with the World Wide Web [WWW], being positioned conceptually as a process, a function, and a perception, but most operational definitions have focused on the process or function. This study develops scales to operationalize the perception-based approach to interactivity, because consumer perceptions are central to advertising research. Three overlapping constructs that are central to interactivity are explored: direction of communication, user control, and time. A multistage method is used to identify and refine measures of perceived interactivity (MPI). The 18 items included in the MPI offer researchers a tool for measuring a consumer perception central to advertising on the Web. |
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