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Seeking to understand interactivity in church websites
Unformatted Document Text:  Seeking to understand interactivity in church websites this correlation likely has more to do with the frequency of e-mail contacts and less to do with truly interactive sites. Research question 4 focused on the use of social media. An average of 0.6 occurrences of social media per site were found, indicating that it is not widely utilized by church websites. A weak, positive correlation (r =.53; p < .001) was found between asynchronous social media and overall interactivity. Given the small number of sites utilizing social media, this likely shows that only the most interactive sites have social media features. This is not an area McMillan et al. (2008) evaluated, so no comparison could be made. Human-to-Content Interactivity Research question 5 focused on human-to-content interactivity. Only 19 percent of sites had any features that allowed for the addition of content. Fifteen of those sites had a single feature (most often an updatable list of events). The average number of features for adding content was only .16, (see Table 4) but even with this small number, a moderate, positive correlation was found (r = .507; p < .001) between adding content and overall human-to-content interactivity. Customizing content was found an average of .09 times per sit, but was only found on eight percent of sites. No significant comparisons or correlations were found. This area of interactivity is not utilized often in church website design. Nineteen percent of sites had some customization capability, ranged from 1–4 occurrences. When adding and customizing content are considered in tandem, a stronger correlation between human-to-content interactivity and overall interactivity is present (r = .577; p < .001). “This suggests that even though relatively few sites are using human-to-content interactive functions, those that do add those features are amongst the most interactive sites” McMillan et al. (2008). 20

Authors: Broaddus, Matthew.
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Seeking to understand interactivity in church websites
this correlation likely has more to do with the frequency of e-mail contacts and less to do with 
truly interactive sites. 
Research question 4 focused on the use of social media. An average of 0.6 occurrences of 
social media per site were found, indicating that it is not widely utilized by church websites. A 
weak, positive correlation (r =.53; p < .001) was found between asynchronous social media and 
overall interactivity. Given the small number of sites utilizing social media, this likely shows that 
only the most interactive sites have social media features. This is not an area McMillan et al
(2008) evaluated, so no comparison could be made. 
Human-to-Content Interactivity
Research question 5 focused on human-to-content interactivity. Only 19 percent of sites 
had any features that allowed for the addition of content. Fifteen of those sites had a single 
feature (most often an updatable list of events). The average number of features for adding 
content was only .16, (see Table 4) but even with this small number, a moderate, positive 
correlation was found (r = .507; p < .001) between adding content and overall human-to-content 
interactivity. Customizing content was found an average of .09 times per sit, but was only found 
on eight percent of sites. No significant comparisons or correlations were found. This area of 
interactivity is not utilized often in church website design. 
Nineteen percent of sites had some customization capability, ranged from 1–4 occurrences. 
When adding and customizing content are considered in tandem, a stronger correlation between 
human-to-content interactivity and overall interactivity is present (r = .577; p < .001). “This 
suggests that even though relatively few sites are using human-to-content interactive functions, 
those that do add those features are amongst the most interactive sites” McMillan et al. (2008). 
20


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