Website Interactivity (Control)

What it measures

A nine-item scale measuring website interactivity.

Response format

7-point scale

Scale items

• While I was on the site, I was always aware where I was.
• While I was on the site, I always knew where I was going.
• While I was on the site, I was always able to go where I thought I was going.
• I was delighted to be able to choose which link and when to click.
• I feel that I have a great deal of control over my visiting experience at this site.
• The Web site is not manageable. (r)
• While I was on the site, I could choose freely what I wanted to see.
• While surfing the site, I had absolutely no control over what I could do on the site. (r)
• While surfing the site, my actions decided the kind of experiences I got.

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

Usage notes & scoring

Internal consistency (alpha = .901) was reported in the primary study. Formal validity assessment was not reported by the original authors.

Citation

Liu, Yuping (2003), “Developing a Scale to Measure the Interactivity of Websites,” Journal of Advertising Research, 43 (2), 207–16.

Keywords