Measures of Perceived Interactivity: An Exploration of the Role of Direction of Communication, User Control, and Time in Shaping Perceptions of Interactivity
- Authors
- McMilan, Sally J.; Hwang, Jang Sun
- Issue Date
- 2002
- Publisher
- M.E. Sharpe Inc.
- Citation
- Journal of Advertising, v.31, no.3, pp 29 - 42
- Pages
- 14
- Journal Title
- Journal of Advertising
- Volume
- 31
- Number
- 3
- Start Page
- 29
- End Page
- 42
- URI
- https://scholarworks.bwise.kr/cau/handle/2019.sw.cau/39349
- DOI
- 10.1080/00913367.2002.10673674
- ISSN
- 0091-3367
- Abstract
- Interactivity is an often mentioned but seldom operationalized concept associated with the World Wide Web. Interactivity has been 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.
- Files in This Item
-
- Appears in
Collections - College of Business & Economics > Department of Advertising and Public Relations > 1. Journal Articles
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.