Dear Katie, there are many studies about measuring interactivity. For example: McMillan, S. J. (1998). Who pays for content? Funding in interactive media, Journal of Computer Mediated Communication, 4(1); http://jcmc.indiana.edu/vol4/issue1/mcmillan.html [Accessed the 15th of January 2006, 11:32] McMillan, S.J. (2000) Interactivity Is in the Eye of the Beholder: Function, Perception, Involvement, and Attitude toward the Web Site. In Proceedings of the 2000 Conference of the American Academy of Advertising, (M. A. Shaver Ed.), pp. 71-78, East Lansing, MI: Michigan State University McMillan, S.J. (2002). Exploring Models of Interactivity from Multiple Research Traditions: Users, Documents, and Systems. In Handbook of New Media (L. Lievrouw and S. Livingston Eds.), pp. 162-182, London: Sage. McMillan, S.J. and Downes, E.J. (2000). Defining Interactivity: A qualitative identification of Key Dimensions. New Media & Society, 2(2):157-179. McMillan, S. J., and Hwang, J-S. (2002). Measures of Perceived Interactivity: An Exploration of the Role of Direction of Communication, User Control, and Time in Shaping Perceptions of Interactivity. Journal of Advertising, 31(3):29-42. Wu, G.(2000).The Role of Perceived Interactivity in Interactive Ad Processing. Unpublished Doctoral Dissertation, The University of Texas at Austin. Wu, G. (2005). The Mediating Role of Perceived Interactivity in the Effect of Actual Interactivity on Attitude toward the Website. Journal of interactive advertising, 5(2); http://www.jiad.org/ vol5/ no2/wu/ Zafiropoulos, C. and Vrana, V. (2007). Differentiation Between Expected and Perceived interactivity in hotel websites.15th European Conference on Information Systems, St. Gallen, June 07-09. I hope that they are a good starting point for you. Vicky Vrana -----Original Message----- From: air-l-bounces@listserv.aoir.org [mailto:air-l-bounces@listserv.aoir.org] On Behalf Of Retzinger, Katie L. Sent: Monday, September 14, 2009 8:39 PM To: air-l@listserv.aoir.org Subject: [Air-L] Measuring Interactivity Hello-- I am a PhD student at Old Dominion University in Virginia, and I am getting ready to start working on my dissertation. I am planning on studying interactivity in online worlds--specifically Second Life. I was wondering if anyone that is doing research that looks at interactivity has found a method for measuring how interactive an experience in an online world is or is not interactive, or if you know of other sources/studies that have measured levels interactivity that would be useful as well. Thanks for your help-- Katie Retzinger _______________________________________________ The Air-L@listserv.aoir.org mailing list is provided by the Association of Internet Researchers http://aoir.org Subscribe, change options or unsubscribe at: http://listserv.aoir.org/listinfo.cgi/air-l-aoir.org Join the Association of Internet Researchers: http://www.aoir.org/