oa De relatie tussen objectieve en gepercipieerde interactiviteit van websites

The relationship between actual and perceived interactivity

The aim of this study is twofold. The first aim is to investigate two forms of interactivity on websites of the top global brands: actual and perceived interactivity. The second aim is to study the relationship between actual and perceived interactivity. By means of a content analysis and survey we mapped the level of actual and perceived interactivity of a large number of brand websites. The content analysis showed that functions within the active control dimension were more present than functions within the two-way communication dimension and the synchronicity dimensions. These differences were not found for perceived interactivity in the survey. Results also showed that there is a large incongruence between the level of actual and perceived interactivity, and that adding interactive functions to a website does not guarantee strong interactivity perceptions.