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The development and evaluation of a survey to measure user engagement in e-commerce environments

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Title: The development and evaluation of a survey to measure user engagement in e-commerce environments
Author: O'Brien, Heather L.; Toms, Elaine G.
Issue Date: 2010
Publicly Available in cIRcle 2011-11-04
Publisher Wiley
Citation: Journal of the American Society for Information Science & Technology, 61(1), 50-69
Abstract: Facilitating engaging user experiences is essential in the design of interactive systems. To accomplish this, it is necessary to understand the composition of this construct and how to evaluate it. Building on previous work that posited a theory of engagement and identified a core set of attributes that operationalized this construct, we constructed and evaluated a multidimensional scale to measure user engagement. In this paper we describe the development of the scale, as well as two large-scale studies (N=440 and N=802) that were undertaken to assess its reliability and validity in online shopping environments. In the first we used Reliability Analysis and Exploratory Factor Analysis to identify six attributes of engagement: Perceived Usability, Aesthetics, Focused Attention, Felt Involvement, Novelty, and Endurability. In the second we tested the validity of and relationships among those attributes using Structural Equation Modeling. The result of this research is a multidimensional scale that may be used to test the engagement of software applications. In addition, findings indicate that attributes of engagement are highly intertwined, a complex interplay of user-system interaction variables. Notably, Perceived Usability played a mediating role in the relationship between Endurability and Novelty, Aesthetics, Felt Involvement, and Focused Attention.
Affiliation: Library, Archival and Information Studies (SLAIS), School of
URI: http://hdl.handle.net/2429/38783
Peer Review Status: Reviewed
Scholarly Level: Faculty

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