FEATURES, EXPECTED AND PERCEIVED INTERACTIVITY OF TOP HOTEL WEBSITES

摘要: The level of interactivity is one of the most important design elements of commercial websites. The paper measures features interactivity, adopts a framework for measuring how consumers’ prior expectations of interactivity of the web differentiate from their perceptions of the interactivity for specific websites. Dimensions of differentiation between expected and perceived interactivity, are used to calculate the interactivity indices. Finally the paper searches for associations among features, expected and perceived interactivity. It uses a case study of the top 25 hotel websites. The findings report indices of interactivity and give some evidence of the existing, though limited, associations among key variables of interactivity