INTERACTIVITY REEXAMINED - A BASE-LINE ANALYSIS OF EARLY BUSINESS WEBSITES

This study reexamined the concept of interactivity and proposed that i nteractivity be defined as the extent to which the communicator and th e audience respond to each other's communication need. Interactivity w as construed as consisting of five dimensions: 1) playfulness, 2) choi ce, 3) connectedness, 4) information collection, and 5) reciprocal com munication. Web sites for products, services, and retail outlets appea red to differ significantly in terms of connectedness, information col lection, and reciprocal communication.