The Quality of Interactivity to WWW Advertising

Abstract

This paper developed the measurement of interactive quality from the consumer perspective. First of all, we used the focus group interview from consumers to propose the conceptual model. We found there exists quality concept when the consumers interact with www advertising. The quality of interactivity can obtain from the perceptual interactivity and expected interactivity. Then we developed the dimensions and their items of interactive quality from interactivity concept and focus groups. After two-stage data collection and factor analysis, we obtained the final dimensions of the quality of interactivity including responsiveness and presence, control and dialog, personalization, equity that have high reliability and validity.