28 The Urge to Splurge Measurements. All constructs were measured using established measurement instruments from previous literature, on seven-point Likert scales (1 = totally disagree and 7 = totally agree). Manipulation check. More interactive options do not necessarily mean higher perceptions of interactivity (Voorveld et al., 2011). We further measured active control, twoway communication, and synchronicity (Liu and Shrum, 2002), and overall perceived interactivity to ascertain whether the high-interactivity condition resulted in more feelings of interactivity than the low-interactivity condition.3 See Table 1 for the manipulation-check measurements for each experiment. 3 Since the Cronbach’s alpha of the two-way communication scale and the synchronicity scale appeared to be insufficient in the first experiment, we proceeded the manipulation check analyses in Experiment 1 only with the active-control construct (Cronbach’s alpha = .77). The low Cronbach’s alpha for ‘two-way communication’ and ‘synchronicity’ were likely caused by the fact that many participants overlooked some of the items that measured two-way communication and synchronicity. Therefore, we made it mandatory in Experiments 2 and 3 to answer all manipulation-check questions. Table 1: Measurements manipulation checks Experiments 1, 2a, and 2b. Active control Two-way communication Synchronicity Overall perceived interactivity Construct Items Cronbach’s Alpha 1/2a/2b Based on scales used by: I felt that I had control over the screen; While interacting with the screen, I could browse at my own pace; While interacting with the screen, I had absolutely no control over what I could do with the screen.*^ It is impossible to share my opinion via the screen*^; The screen makes me feel it wants to listen to its visitors; The screen gives visitors the opportunity to talk back. When I clicked on the screen, I felt I was getting an instantaneous response; The screen was very slow in responding to my requests.*^ On a scale from 1 (not at all) to 7 (very), how interactive did you find the screen? .77/.75/.82 Liu and Shrum (2002). Liu and Shrum (2002). Liu and Shrum (2002). .52/.81/.70 .37/.75/.83 - - * Item was recoded in the analysis ^ Item was deleted in at least one of the studies to increase the Cronbach’s Alpha.
RkJQdWJsaXNoZXIy MjY0ODMw