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Web Site Interactivity & Gratifications Expectations among Users Presented at the AoIR5 Conference University of Sussex, U.K 20, September 2004 Yaron Ariel University of Haifa
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Outline Uses and Gratifications a relevancy approach U&G basic assumptions & criticisms Defining Gratification Expectancy Interactivity Web sites’ Interactivity Expectations towards Web sites’ interactivity Some research evidence Some implications
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Uses and Gratifications - Relevancy Dominant in Users/Audience studies Human centered approach Re-mentioned when new media develops Electronic Bulletin Board, Pager, Interactive TV, Cellular phone, ICQ New media & its various uses Enables comparison Traditional Media Vs New Media
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U&G Assumptions & Criticisms Individuals are active & rational players Using the media in order to obtain gratifications (Katz, Blumler & Gurevitch, 1974) Main Criticisms: Assumption of rationality Or maybe Habitual, Ritual, Normative? Humanistic Approach Goal oriented towards fulfillments and growth? Functionalism Oriented Categorization as status quo Introspective Capabilities Can they really tell us?
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Expectations towards traditional media Genres conventions (Content, Style & Form ) Expectations towards Web Sites Functionalities Expectancy Differentiate Sought & Obtained gratification (Palmgreen & Rayburn, 1982) Emphasizing Expectancy Towards what?
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Gratification Expectancy A persons' belief that using a web site can fulfill specific voids in his/her life Gratification Expectancy EscapistEmotionalIntegrativeCognitive
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Interactivity Various definitions of Interactivity Rafaeli’s Definitions of Interactivity (Rafaeli, 1988) characteristic of communication settings not the medium emphasizing the interaction between users Considering levels of interactivity Interactivity - A functionality that facilitates users' expectations? Defining Web sites interactivity
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Interactivity operationalized Three identical news-portal ‘look-alike’ web-sites Except - Declarative Interactivity No feature of message transmission. Reactive Interactivity Includes an Electronic Forum within. Full Interactivity Includes a Synchronic chat.
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Hypothesis Does & to what extent the interactivity that Web Sites enabled their users is relating to their expectations gratifications? H1 Positive correlation between the level of Web Sites' interactivity & the level of EG’s H2 Significant difference between users' experience level within their level of EG’s along levels of interactivity. H3 Positive correlation between any individual EG to others. [Variables: Socio-Demographic, Usages characteristics & attitude towards internet]
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Research Design Sample of 464 participants Non representative Personal codes with web address Web questionnaire Simulation Example of a web site Likert scale statements Semantic differential
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Results High gratifications expectations in all three sites High to low expectancy: Cognitive, Integrative, Escapist & Emotional Advanced users Vs Whole Sample Expectancy ----Web experience Gratifications Expectancies are highly correlated
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More Results Women have higher GE’s as compared to men Income, Martial status, Education -no impact General positive attitude toward the Internet Higher gratification expectancy [Using logistic regression]
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Discussions & Implications Examine Subjective expectations & perception of gratifications. Study Medium functionalities - rather than studying its conventions Web user's usages relate characteristics -rather than other personal factors Expectations gratifications are in the beholders eyes
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Thanks yariel@com.haifa.ac.il Http://com.haifa.ac.il/~yariel Yaron Ariel University of Haifa
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Katz, E., Blumler, J.G., Gurevitch, M. (1973). "Uses and Gratifications research". Public Opinion Quarterly. 37(4), 509-523 Kwasnik, H.B., Crowston, K., Nilan, M., Roussinov, D. (2001). "Identifying document genre to improve Web search effectiveness". Bulletin of the American Society for Information Science and Technology. 27(2)
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Rafaeli, S. (1988)."Interactivity: From new media to communication". In: Sage Annual Review of Communication Research: Advancing Communication Science, Vol. 16. R. P. Hawkins, J. M. Wiemann., S. Pingree. (Eds). Beverly Hills, CA: Sage Rafaeli, S., Sudweeks, F. (1997). "Networked Interactivity" Journal of Computer Mediated Communication. 2(4)
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Ruggiero, E. T. (2000). "Uses and gratification theory in the 21st century". Mass Communication & Society. 3(1), 3- 37 Schultz, T. (2000). "Mass Media and the concept of interactivity: An exploratory study of online Forums and reader E-Mail". Media, Culture & Society. 22 (2), 205- 221
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Sherry, J., Lucas, K., Rechtsteiner, S., Brooks, C., Wilson, B. (2001). "Video Game uses and gratifications as predictors of use and game preference". Paper presented at the ICA convention May 2001
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