Ais This Site Confusing Or Interesting?@&Nbsp; a Perceived Web Site Complexity (Pwc) Scale For Assessing Consumer Internet Interactivity

ABSTRACT - This paper develops a comprehensive conceptualization of the construct, perceived web site complexity. Drawing on the research on stimulus complexity and task complexity, we develop a valid and reliable scale that captures the underlying dimensions of perceived web site complexity. We found two key dimensions underlying perceived web site complexity: structural complexity (comprising range and dissimilarity of structural elements) and interactive complexity (comprising navigational ambiguity and probabilistic hyperlink outcomes). Further, the results confirm that the facets of perceived web site complexity have an inverted-U relationship with telepresence. Finally, telepresence mediates the relationship between complexity and attitudes. We discuss the implications of these results.

Citation:

Reetika Gupta, Sucheta Nadkarni, and Stephen J. Gould (2005) ,"Ais This Site Confusing Or Interesting?@&Nbsp; a Perceived Web Site Complexity (Pwc) Scale For Assessing Consumer Internet Interactivity", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 42-50.