An empirical study of the effects of interactivity on web user attitude

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalpeer-review

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Author(s)

  • Hock-Hai Teo
  • Lih-Bin Oh
  • Chunhui Liu
  • Kwok-Kee Wei

Related Research Unit(s)

Detail(s)

Original languageEnglish
Pages (from-to)281-305
Journal / PublicationInternational Journal of Human Computer Studies
Volume58
Issue number3
Publication statusPublished - Mar 2003

Abstract

Despite the growing attention given to Web usability, little is understood as to what Web design features contribute to Web users' attitude, a major component of the usability of a Web site. This research investigates the effects of interactivity level on Web user's attitude towards commercial Web sites. It extends existing Web interface design and usability literature by empirically examining the critical roles of interactivity. Three Web sites with different levels of interactivity were compared in a controlled laboratory experiment. Three eighteen-person groups completed each treatment. The independent variable is the incremental levels of interactivity. The dependent variables are satisfaction, effectiveness, efficiency, value, and attitude towards the Web site. Results suggest that increased level of interactivity on a Web site have positive effects on user's perceived satisfaction, effectiveness, efficiency, value, and overall attitude towards a Web site. Implications for Web site designers and researchers are discussed.

Research Area(s)

  • Attitude, Commercial web sites, Effectiveness, Efficiency, Experimental research, Interactivity, Satisfaction, Web usability

Citation Format(s)

An empirical study of the effects of interactivity on web user attitude. / Teo, Hock-Hai; Oh, Lih-Bin; Liu, Chunhui; Wei, Kwok-Kee.

In: International Journal of Human Computer Studies, Vol. 58, No. 3, 03.2003, p. 281-305.

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalpeer-review