Website Personalization Interactivity

What it measures

Three items assessing the extent to which a website is perceived to allow interactive, personalised interactions that help consumers accomplish their goals and receive information tailored to their specific needs. Loiacono, Watson, and Goodhue (2002) developed the scale as the interactivity dimension of their WebQual instrument. Blut (2016) labelled it 'website personalization' and reported moderate reliability and evidence of face and discriminant validity in a study of e-service quality.

Response format

5-point Likert (1=strongly agree, 5=strongly disagree)

Scale items

• The website allows me to interact with it to receive tailored information.
• The website has interactive features, which help me accomplish my task.
• I can interact with the website in order to get information tailored to my specific needs.

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

Usage notes & scoring

Alpha was .89 (Blut 2016) and AVE was .73. Note that the response scale runs from strongly agree (1) to strongly disagree (5) — the reverse of the conventional direction. Part of the broader WebQual instrument alongside website visual appeal and readability subscales.

Recommended companion scales

Citation

Loiacono, E.T., Watson, R.T., & Goodhue, D.L. (2002). WebQual: A measure of website quality. Marketing Theory and Applications, 13(3), 432–438.

Keywords