Interactivity reexamined: A baseline analysis of early business web sites

This study reexamined the concept of interactivity and proposed that interactivity be defined as the extent to which the communicator and the audience respond to each other's communication need. Interactivity was construed as consisting of five dimensions: 1) playfulness, 2) choice, 3) connectedness, 4) information collection, and 5) reciprocal communication. Web sites for products, services, and retail outlets appeared to differ significantly in terms of connectedness, information collection, and reciprocal communication.