Measuring expected interactivity: Scale development and validation
- Authors
- Sohn, Dongyoung; Choi, Sejung Marina
- Issue Date
- 8월-2014
- Publisher
- SAGE PUBLICATIONS LTD
- Keywords
- Communication; expected interactivity; human-computer interaction; perceived interactivity; scale development
- Citation
- NEW MEDIA & SOCIETY, v.16, no.5, pp.856 - 870
- Indexed
- SSCI
SCOPUS
- Journal Title
- NEW MEDIA & SOCIETY
- Volume
- 16
- Number
- 5
- Start Page
- 856
- End Page
- 870
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/97865
- DOI
- 10.1177/1461444813495808
- ISSN
- 1461-4448
- 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.
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Collections - School of Media & Communication > School of Media & Communication > 1. Journal Articles
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