Comparison of Perceived Interactivity Measures of Actual Websites Interactivity

• DOI: 10.7251/jit1701042s
• Publication Date: 2017-11-14T12:49:48Z
• Authors: Velimir Štavljanin; Milica Jevremović
• Keywords: Interactivity

Interactivity is a concept of enormous importance for digital marketing. It was recognized as key feature website, hub all marketing activities. But, almost interactivity measures were conceptualized one or two decades ago. In the meantime, technological novelties changed face websites. Also, number features increased exponentially. Those changes had huge impact on practice and could influence user’s perception interactivity. Aim this paper to explore whether several selected existing perceived cope with those changes. Paper reports study in which websites low high developed an experimental setting stimuli used test three measures. Results show that estimated website better than website. results particular dimensions model be estimate overall