Interactivity Scales

Selected Measurement

Clark, H. H. and S.E. Brennan (1991) Grounding in communication.

In L. B. Resnick, J. M. Levine, and S. D. Teasley (Eds.), Perspectives on Socially Shared Cognition (pp. 127-149). Washington, DC: APA Books. 

To what extent does the current design of technology facilitate performing this activity?

 [SCALE:  1 Not At All … 7 To A Large Extent   N/A  = Technology Doesn’t Allow]

• Copresence:  Feeling of sharing the same physical space
• Visibility: Visibly see the other users
• Audibility: Communicate verbally with other users
• Cotemporality: Receive messages at roughly the same time that other members produce them (such as by automatic notification, instant messaging)
• Simultaneity:  Synchronously send and receive messages
• Sequentiality: Keep track of the sequence of a conversation (such as with threaded discussions)
• Reviewability: Review and revise my own messages before sending them out
• Revisability: Revise others’ messages

Note: The authors include no further information other than the items listed above.

Appendix

Cho, Chang-Hoan, and John D. Leckenby (1999)

Interactivity as a measure of advertising effectiveness: Antecedents and consequences of interactivity in web advertising,

in Proceedings of the 1999 Conference of the American Academy of Advertising, ed. Marilyn S. Roberts, Gainesville, FL: University of Florida, 162-179. 

Construct:                    Cho and Leckenby (1999) postulated three antecedent variables that predict the degree of interactivity. They are 1) high level of involvement, 2) high perception of message-relatedness between the banner ad and the target ad, and 3) high perception of message-personalization.

Interactivity is defined by Cho and Leckenby (1999) as the degree to which a person actively engages in advertising processing by interacting with advertising messages and advertisers.

Description:                 The final measures consist of seven-item facet scales. All items are assessed using 5-point Likert-type scales:

• I would click away from this site right away.
• I would stay in this site for a while to look at the details.
• I would click into deeper links to see more information.
• I would search for additional information.
• I would bookmark this site for future usage
• I would be willing to provide my personal information for the advertiser so that the advertiser could have an ongoing relation with me

Development:              N/A 

Samples:                     A total of 203 undergraduate students in a large southwestern university, divided into two groups, participated in the survey. Each group was exposed to one of the two versions of banner ads for four products. Each subject was exposed to a set of banner ads and linked target ads based on their random group assignment.

                                    (cf. Cho and Leckenby, 1999)

Validity:                       N/A

Scores:                        Overall measure means and standard deviations are provided in table 1-6 across different reference groups.

                                    (cf. Cho and Leckenby, 1999)

Sources:                      Cho, Chang-Hoan, and John D. Leckenby (1999) Interactivity as a measure of advertising effectiveness: Antecedents and consequences of interactivity in web advertising, in Proceedings of the 1999 Conference of the American Academy of Advertising, ed. Marilyn S. Roberts, Gainesville, FL: University of Florida, 162-179.

Other Evidence:           N/A

Other Sources:             N/A

References:                 N/A