Conceptualizing and Measuring the Perceived Interactivity of Websites

Abstract The perceived interactivity of websites by site-visitors (PIsite) is defined as a psychological state experienced by a site-visitor during the interaction process. It manifests in three dimensions: (1) perceived control over (a) the site navigation, (b) the pace or rhythm of the interaction, and (c) the content being accessed; (2) perceived responsiveness from (a) the site-owner, (b) from the navigation cues and signs, (c) the persons online; and (3) perceived personalization of the site (a) as if it were a person, (b) as if it wants to know the site visitor, and (c) as if it understands the site visitor. Based on this conceptual definition, a scale for the perceived interactivity of websites was developed and validated. A series of studies was conducted to assess its dimensionality, reliability, and validity. Empirical evidence indicates that the scale is reliable, valid, parsimonious and generalizable. Implications of our conceptual and operational definitions of the construct of perceived interactivity of websites are discussed for interactive advertising and marketing research and practice. (Keywords: interactivity, interactive media, interactive advertising, interactive marketing, online consumer behavior.)