Journal
JOURNAL OF ADVERTISING
Volume 31, Issue 3, Pages 29-42Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/00913367.2002.10673674
Keywords
-
Categories
Ask authors/readers for more resources
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.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available