Hi Katie, I'm familiar with the following studies that have devised and used an Interactivity scale for website interactions - you will probably need to adapt/modify for relevance to your study's context: Liu, Y. (2003). Developing a scale to measure the interactivity of websites. Journal of Advertising Research, 43(02), 207-216. Song, J. H., & Zinkhan, G. M. (2008). Determinants of perceived web site interactivity. Journal of Marketing, 72(2), 99-113. I've also recently come across some metrics based on web logs data that have been purported to measure interactivity of web 2.0 widgets and social media applications but I'm not sure if that's what you're looking for. Regards, Umar Ruhi ---------- Umar Ruhi Lecturer - Information Systems & e-Business Technologies Telfer School of Management, University of Ottawa Website: http://www.umar.biz ---------- ----------Katie Retzinger Wrote---------- Message: 11 Date: Mon, 14 Sep 2009 13:38:37 -0400 From: "Retzinger, Katie L." <kretzing@odu.edu> To: "air-l@listserv.aoir.org" <air-l@listserv.aoir.org> Subject: [Air-L] Measuring Interactivity Message-ID: <76E9E8307713AE44B502B5F65901418561D193CEE3@SIMBA.ts.odu.edu Content-Type: text/plain; charset="us-ascii" 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 ------------------------------