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

  • Authors:

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

  • Affiliations:

  • Department of Information Systems, School of Computing, National University of Singapore, 3 Science Drive 2, Singapore 117543, Singapore;Department of Information Systems, School of Computing, National University of Singapore, 3 Science Drive 2, Singapore 117543, Singapore;Department of Information Systems, School of Computing, National University of Singapore, 3 Science Drive 2, Singapore 117543, Singapore;Department of Information Systems, Faculty of Business, City University of Hong Kong, 83 Tat Chee Avenue, Kowloon Tong, Hong Kong

  • Venue:
  • International Journal of Human-Computer Studies
  • Year:
  • 2003

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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.