Website Interactivity (Communication)

What it measures

A six-item Likert-type scale designed to measure the degree to which a person believes a website allows a free flow of information from the user as well as to the user (two-way).

Response format

7-point scale

Scale items

• This website facilitates two-way communication.
• The website gives me the opportunity to talk back.
• The website facilitates concurrent communication.
• The website enables conversation.
• The website does not encourage visitors to talk back. (r)
• The site is effective in gathering visitors’ feedback.

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

Usage notes & scoring

Internal consistency (alpha = .934) 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