Self-Service Technology Interactivity

What it measures

A seven-item likert scale designed to measure of interactivity created for use with websites have typically been specific to the facets of interactivity (e.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• loaded quickly
• stay in each step at my own pace
• focus on the content I had interest in
• browse pages back and forth easily
• responded correspondingly to the request I entered
• offered information related to the message I entered earlier
• little waiting time

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Factor analytic procedures were used to support the scale's structural validity.

Citation

Johnson, Grace J., Gordon C. Bruner II, and Anand Kumar (2006), “Interactivity and Its Facets Revisited: Theory and Empirical Test,” Journal of Advertising, 35 (Winter), 35-52.

Keywords