[Air-L] Measuring Interactivity

[Vasiliki Vrana]

Dear Katie, 
there are many studies about measuring interactivity. For example:
McMillan, S. J. (1998). Who pays for content? Funding in interactive media,
Journal of Computer Mediated Communication, 4(1);
http://jcmc.indiana.edu/vol4/issue1/mcmillan.html [Accessed the 15th of
January 2006, 11:32]
McMillan, S.J. (2000) Interactivity Is in the Eye of the Beholder: Function,
Perception, Involvement, and Attitude toward the Web Site. In Proceedings of
the 2000 Conference of the American Academy of Advertising, (M. A. Shaver
Ed.),  pp. 71-78, East Lansing, MI: Michigan State University
McMillan, S.J. (2002). Exploring Models of Interactivity from Multiple
Research Traditions: Users, Documents, and Systems. In Handbook of New Media
(L. Lievrouw and S. Livingston Eds.), pp. 162-182, London: Sage.
McMillan, S.J. and  Downes, E.J. (2000). Defining Interactivity: A
qualitative identification of Key Dimensions. New Media & Society,
2(2):157-179.
McMillan, S. J., and Hwang, J-S. (2002). Measures of Perceived
Interactivity: An Exploration of the Role of Direction of Communication,
User Control, and Time in Shaping Perceptions of Interactivity. Journal of
Advertising,  31(3):29-42.
Wu, G.(2000).The Role of Perceived Interactivity in Interactive Ad
Processing. Unpublished Doctoral Dissertation, The University of Texas at
Austin.
Wu, G. (2005). The Mediating Role of Perceived Interactivity in the Effect
of Actual Interactivity on Attitude toward the Website. Journal of
interactive advertising,  5(2); http://www.jiad.org/ vol5/ no2/wu/
Zafiropoulos, C. and Vrana, V. (2007). Differentiation Between Expected and
Perceived interactivity in hotel websites.15th European Conference on
Information Systems, St. Gallen, June 07-09.

I hope that they are a good starting point for you.
Vicky Vrana

-----Original Message-----
From: air-l-bounces at listserv.aoir.org
[mailto:air-l-bounces at listserv.aoir.org] On Behalf Of Retzinger, Katie L.
Sent: Monday, September 14, 2009 8:39 PM
To: air-l at listserv.aoir.org
Subject: [Air-L] Measuring Interactivity

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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