{"id":1110,"date":"2018-06-11T18:59:48","date_gmt":"2018-06-11T22:59:48","guid":{"rendered":"http:\/\/www.yupingliu.com\/wordpress\/?page_id=1110"},"modified":"2018-06-11T18:59:59","modified_gmt":"2018-06-11T22:59:59","slug":"a-scale-for-measuring-the-interactivity-of-web-sites","status":"publish","type":"page","link":"https:\/\/www.yupingliu.com\/wordpress\/research\/digital-marketing-research\/a-scale-for-measuring-the-interactivity-of-web-sites\/","title":{"rendered":"A Scale for Measuring the Interactivity of Web Sites"},"content":{"rendered":"

Liu, Yuping (2003), “Developing a Scale to Measure the Interactivity of Web Sites<\/a>,” Journal of Advertising Research<\/em><\/strong>, 43 (2), 207-216. [Download Full-Text PDF<\/a>]<\/p>\n

Abstract: This paper describes the development and validation of a scale measuring the interactivity of Web sites. Three studies were conducted to verify the factor structure, content validity, discriminant validity, and reliability of the scale. Results from the studies showed that interactivity comprises three correlated but distinct dimensions: active control, two-way communication, and synchronicity. The multidimensional scale showed a high level of validity and reliability and yielded consistent ratings among both experienced and inexperienced Internet users.<\/p>\n","protected":false},"excerpt":{"rendered":"

Liu, Yuping (2003), “Developing a Scale to Measure the Interactivity of Web Sites,” Journal of Advertising Research, 43 (2), 207-216….<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":1062,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-1110","page","type-page","status-publish","hentry","post-archive"],"yoast_head":"\nA Scale for Measuring the Interactivity of Web Sites | Ping! >> Loyalty Science in Practice<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.yupingliu.com\/wordpress\/research\/digital-marketing-research\/a-scale-for-measuring-the-interactivity-of-web-sites\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A Scale for Measuring the Interactivity of Web Sites | Ping! 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