1. 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

2. 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

3. 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

4. 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?

5. 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?

6. Gratification Expectancy A persons' belief that using a web site can fulfill specific voids in his/her life Gratification Expectancy EscapistEmotionalIntegrativeCognitive

7. 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

8. 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.

9. 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]

10. 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

11. 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

12. 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]

13. 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

14. Thanks yariel@com.haifa.ac.il Http://com.haifa.ac.il/~yariel Yaron Ariel University of Haifa

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