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Measuring expected interactivity: Scale development and validation

Title
Measuring expected interactivity: Scale development and validation
Author
손동영
Keywords
Communication; expected interactivity; human-computer interaction; perceived interactivity; scale development
Issue Date
2014-07
Publisher
Sage Publication LTD
Citation
New Media & Society, 2014, 16(5), P.856-870
Abstract
An implicit assumption underlying previous interactivity studies is that every time people use a communication medium (e.g., website) or device (e.g., smartphone), they perceive its interactivity through analyzing it from scratch trait-by-trait. As psychologists have long shown, however, we quite often skip such an intensive analysis, and rely on our expectations or schematic knowledge to perceive/evaluate an object. This study is designed to develop a measure of individuals' expectation of interactivity toward a medium, called expected interactivity (EI). After specifying three conceptual dimensions underlying EI - sensory, semantic, and behavioral dimensions - scales for capturing them are developed, refined, and validated through multiple studies. Implications for future interactivity research are discussed.
URI
http://journals.sagepub.com/doi/abs/10.1177/1461444813495808?journalCode=nmsa
ISSN
1461-4448; 1461-7315
DOI
10.1177/1461444813495808
Appears in Collections:
COLLEGE OF SOCIAL SCIENCES[S](사회과학대학) > MEDIA COMMUNICATION(미디어커뮤니케이션학과) > Articles
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