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.
Authors
Reetika Gupta, Baruch College
Sucheta Nadkarni, University of NebraskaBLincoln
Stephen J. Gould, Baruch College
Volume
NA - Advances in Consumer Research Volume 32 | 2005
Share Proceeding
Featured papers
See MoreFeatured
When Implementation Intentions Backfire: Illusion of Goal Progress in Financial Decisions
Linda Court Salisbury, Boston College, USA
Gergana Y. Nenkov, Boston College, USA
Min Zhao, Boston College, USA
Featured
E7. Pronouns in Fundraising Appeals – The Impact of I vs. S/He on Donations
Amir Sepehri, Western University, Canada
Rod Duclos, Western University, Canada
Hamid Elahi, Western University, Canada
Featured
The Preference for Simultaneity: When Different Events Happen to Different People at the Same Time
Franklin Shaddy, University of Chicago, USA
Yanping Tu, University of Florida, USA
Ayelet Fishbach, University of Chicago, USA