Measures of Perceived Interactivity: An Exploration of the Role of Direction of Communication, User Control, and Time in Shaping Perceptions of Interactivity

TLDR

Interactivity on the Web is frequently cited yet rarely operationalized, with most definitions focusing on process or function rather than perception. The study develops scales to operationalize perception‑based interactivity, focusing on direction of communication, user control, and time, because consumer perceptions are central to advertising research. The authors used a multistage method to identify and refine measures of perceived interactivity (MPI) based on direction of communication, user control, and time. The 18‑item MPI provides researchers with a tool for measuring a consumer perception central to advertising on the Web.

Abstract

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.