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Title: An empirical study of the effects of interactivity on web user attitude
Authors: Teo, H.-H. 
Oh, L.-B. 
Liu, C.
Wei, K.-K.
Keywords: Attitude
Commercial web sites
Experimental research
Web usability
Issue Date: 2003
Citation: Teo, H.-H., Oh, L.-B., Liu, C., Wei, K.-K. (2003). An empirical study of the effects of interactivity on web user attitude. International Journal of Human Computer Studies 58 (3) : 281-305. ScholarBank@NUS Repository.
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.
Source Title: International Journal of Human Computer Studies
ISSN: 10715819
DOI: 10.1016/S1071-5819(03)00008-9
Appears in Collections:Staff Publications

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