COMPARISON OF PERCEIVED INTERACTIVITY MEASURES OF ACTUAL WEBSITES INTERACTIVITY
Journal Title: Journal of Information Technology and Application (JITA) - Year 2017, Vol 7, Issue 1
Abstract
Interactivity is a concept of enormous importance for digital marketing. It was recognized as a key feature of website, a hub of all digital marketing activities. But, almost all interactivity measures were conceptualized one or two decades ago. In the meantime, technological novelties changed the face of websites. Also, a number of interactivity features increased exponentially. Those changes had a huge impact on practice and could influence user’s perception of interactivity. Aim of this paper is to explore whether several selected existing measures of perceived interactivity could cope with those changes. Paper reports a study in which two websites of low and high interactivity were developed and in an experimental setting as stimuli used to test three perceived interactivity measures. Results show that all measures estimated perceived interactivity of a high interactivity website better than of a low interactivity website. Also, results show that particular dimensions of a model could be used to estimate overall interactivity.
Authors and Affiliations
Velimir Štavljanin, Milica Jevremović
Keywords
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- EP ID EP226526
- DOI 10.7251/JIT1701042S
- Views 135
- Downloads 0
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