Three seven-point Likert-type items measure a user's perception that a website enables two-way communication, is genuinely interactive, and maintains the user's attention. The items were drawn from two different facets of McMillan and Hwang's (2002) interactivity measure and combined into a single global interactivity scale. The scale is suitable for experiments comparing high- and low-interactivity website conditions.
7-point Likert (1=strongly disagree, 7=strongly agree)
Full scale items shown. Always cite the original source when using this scale in research.
Two items adapted from McMillan and Hwang (2002) direction-of-communication scale; one item from their user-control scale. Alpha of .94. No validity examination was reported. Directions were not provided in the original article but likely asked respondents to rate how accurately each phrase describes the website viewed.
Sicilia, M., Ruiz, S., & Munuera, J. L. (2005). Effects of interactivity in a web site. Journal of Advertising, 34(3), 31–45.
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