Citation

Click, Drag, Flip, and Mouse-Over: Effects of Modality Interactivity on User Engagement With Web Content

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Abstract:

New media interfaces offer a variety of modalities for user interactions with the system. In addition to simple pointing and clicking, users can now touch, tap, drag, flip, slide, rotate, and mouse-over in order to interact with it. But, do these features lead to greater user engagement? A three-condition, between-participants experiment (N = 46) was conducted to answer this question. All participants were exposed to an identical online newsmagazine feature, which varied only in the number of interactive features. The high-interactivity condition had seven, the medium condition had three, and the low had none, resulting in significant differences in user perceptions of website interactivity, as expected. Moreover, the high interactivity condition generated greater engagement with content, more positive attitudes toward content as well as the website, and a greater self-reported intention to follow up on the content of the story read for the study. Theoretical and practical implications are discussed.

Most Common Document Word Stems:

interact (249), modal (115), content (103), websit (101), user (66), condit (62), attitud (60), featur (54), inform (49), effect (44), interfac (43), medium (41), engag (40), webpag (38), imag (37), high (35), brain (32), signific (31), level (31), particip (31), low (30),
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Association:
Name: International Communication Association
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http://www.icahdq.org


Citation:
URL: http://citation.allacademic.com/meta/p403905_index.html
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MLA Citation:

Sundar, S. Shyam., Xu, Qian., Bellur, Saraswathi., Jia, Haiyan., Oh, Jeeyun. and Khoo, Guan-Soon. "Click, Drag, Flip, and Mouse-Over: Effects of Modality Interactivity on User Engagement With Web Content" Paper presented at the annual meeting of the International Communication Association, Suntec Singapore International Convention & Exhibition Centre, Suntec City, Singapore, Jun 21, 2010 <Not Available>. 2014-11-27 <http://citation.allacademic.com/meta/p403905_index.html>

APA Citation:

Sundar, S. , Xu, Q. , Bellur, S. , Jia, H. , Oh, J. and Khoo, G. , 2010-06-21 "Click, Drag, Flip, and Mouse-Over: Effects of Modality Interactivity on User Engagement With Web Content" Paper presented at the annual meeting of the International Communication Association, Suntec Singapore International Convention & Exhibition Centre, Suntec City, Singapore Online <APPLICATION/PDF>. 2014-11-27 from http://citation.allacademic.com/meta/p403905_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: New media interfaces offer a variety of modalities for user interactions with the system. In addition to simple pointing and clicking, users can now touch, tap, drag, flip, slide, rotate, and mouse-over in order to interact with it. But, do these features lead to greater user engagement? A three-condition, between-participants experiment (N = 46) was conducted to answer this question. All participants were exposed to an identical online newsmagazine feature, which varied only in the number of interactive features. The high-interactivity condition had seven, the medium condition had three, and the low had none, resulting in significant differences in user perceptions of website interactivity, as expected. Moreover, the high interactivity condition generated greater engagement with content, more positive attitudes toward content as well as the website, and a greater self-reported intention to follow up on the content of the story read for the study. Theoretical and practical implications are discussed.


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