Web Site Interactivity Web Site Interactivity & & Gratifications Expectations among Gratifications Expectations among Users Users Presented at the AoIR5 Conference Presented at the AoIR5 Conference University of Sussex, U.K University of Sussex, U.K 20 20 , , September 2004 September 2004 Yaron Ariel Yaron Ariel University of Haifa University of Haifa
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Web Site InteractivityWeb Site Interactivity &&
Gratifications Expectations among Users Gratifications Expectations among Users
Presented at the AoIR5 ConferencePresented at the AoIR5 ConferenceUniversity of Sussex, U.KUniversity of Sussex, U.K
2020 , ,September 2004September 2004
Yaron ArielYaron Ariel
University of HaifaUniversity of Haifa
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
Uses and Gratifications - Relevancy
• Dominant in Users/Audience studiesHuman centered approach
• Re-mentioned when new media developsElectronic Bulletin Board, Pager, Interactive TV, Cellular phone, ICQ
• New media & its various uses
• Enables comparisonTraditional Media Vs New Media
U&G Assumptions & Criticisms
• Individuals are active & rational playersUsing the media in order to obtain gratifications(Katz, Blumler & Gurevitch, 1974)
Main Criticisms: • Assumption of rationality
Or maybe Habitual, Ritual, Normative?
• Humanistic ApproachGoal oriented towards fulfillments and growth?
• Functionalism OrientedCategorization as status quo
• Introspective CapabilitiesCan they really tell us?
Expectations towards traditional media
Genres conventions
(Content, Style & Form)
Expectations towards
Web Sites
Functionalities
•
ExpectancyDifferentiate Sought & Obtained gratification
(Palmgreen & Rayburn, 1982)
Emphasizing ExpectancyTowards what?
Gratification Expectancy
A persons' belief that using a web site can fulfill specific voids in his/her life
Gratification Expectancy
Escapist Integrative CognitiveEmotional
Interactivity
• Various definitions of Interactivity
• Rafaeli’s Definitions of Interactivity (Rafaeli, 1988)characteristic of communication settings not the mediumemphasizing the interaction between usersConsidering levels of interactivity
Interactivity -
A functionality that facilitates users' expectations?
Defining Web sites interactivity
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.
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]
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
Results
• High gratifications expectations in all three sites
• High to low expectancy:Cognitive, Integrative, Escapist & Emotional
• Advanced users Vs Whole SampleExpectancy ----Web experience
• Gratifications Expectancies are highly correlated
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]
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
• References
• Ebersole, S. (2000). "Uses and Gratification of the Web among students". JCMC. 6(1)
• Heeter, C. (1989). Implications of new interactive technologies for conceptualizing communication. In: J. L. Salvaggio., J. Bryant (Eds.). Media use in the information age: Emerging patterns of adoption and consumer use. Hillsdale, NJ: Lawrence Erlbaum
• Kang, M.H. (2002). "Interactivity in television: use and impact of an interactive program guide". Journal of Broadcasting & Electronic Media. 46(3), 330- 316
• 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)
• Leung, Louis & Wei, R (1998). "The gratifications of pager use: Sociability, information seeking, entertainment, utility, and fashion and status" Telematics and Infomatics, 15(4): 253-264.
• Leung, L., Wei, R (2000). "More than just talk on the move: Uses and Gratifications of cellular phone". Journalism and Mass Communication Quarterly. 77(2): 308-320.
• Liebes, T. (2003). "Herzog's "On borrowed experience": Its place in the debate over the active audience". In: Katz, E., Peters, D.J., Liebes, T., Orloff, A. (Eds.). Canonic texts in media research: Are there any? Should there be? How about these? Cambridge: Polity Press & Blackwell Publishing
• Lin, A. C. (2002). "Perceived gratifications of online media service use among potential users". Telematics and Informatics. 19(1), 3-19
• Livaditi, J., Vassilopoulou, K., Lougos, C., Chorianopoulos, K. (2002). "Needs and Gratifications for interactive TV application: Implications for designers". Presented at the 36th Hawaii international Conference on System Sciences
• Luo, X. (2002). "Uses and Gratifications theory and E-consumer behaviors: A structural equation modeling study". Journal of Interactive Advertising. 2(2)
• Palmgreen, P., Rayburn, J.D. (1982). "Gratifications sought and media exposure: an expectancy model". Communication research. 9(4), 561-580
• 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)
• 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
• 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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