[Air-L] Measuring Interactivity

[Umar Ruhi]

Hi Katie,

I'm familiar with the following studies that have devised and used an
Interactivity scale for website interactions - you will probably need to
adapt/modify for relevance to your study's context:

Liu, Y. (2003). Developing a scale to measure the interactivity of websites.
Journal of Advertising Research, 43(02), 207-216.

Song, J. H., & Zinkhan, G. M. (2008). Determinants of perceived web site
interactivity. Journal of Marketing, 72(2), 99-113.

I've also recently come across some metrics based on web logs data that have
been purported to measure interactivity of web 2.0 widgets and social media
applications but I'm not sure if that's what you're looking for.

Regards,
Umar Ruhi

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Umar Ruhi
Lecturer - Information Systems & e-Business Technologies
Telfer School of Management, University of Ottawa
Website: http://www.umar.biz
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----------Katie Retzinger Wrote----------

Message: 11
Date: Mon, 14 Sep 2009 13:38:37 -0400
From: "Retzinger, Katie L." <kretzing at odu.edu>
To: "air-l at listserv.aoir.org" <air-l at listserv.aoir.org>
Subject: [Air-L] Measuring Interactivity
Message-ID:
       <76E9E8307713AE44B502B5F65901418561D193CEE3 at SIMBA.ts.odu.edu
Content-Type: text/plain; charset="us-ascii"

Hello--

I am a PhD student at Old Dominion University in Virginia, and I am getting
ready to start working on my dissertation. I am planning on studying
interactivity in online worlds--specifically Second Life. I was wondering if
anyone that is doing research that looks at interactivity has found a method
for measuring how interactive an experience in an online world is or is not
interactive, or if you know of other sources/studies that have measured
levels interactivity that would be useful as well. Thanks for your help--

Katie Retzinger

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