사용자간 상호작용성(User-to-User Interactivity)의 측정을 위한 척도 개발과 검증:온라인 브랜드 커뮤니티를 대상으로

초록

The current study aims to develop and validate a scale for measuring 'user-to-user interactivity,' one of various facets of interactivity, which is a key concept of new media emerged from digital convergence. Though there was an effort to develop a similar measure, it can hardly embrace various concepts of user-to-user interactivity. The study firmly followed the guidelines for 'scale development and validation' based on previous studies, and yields four factors and 14 scale items. Factors include 'participation,' 'sharing,' 'relationship,' and 'responsiveness.' The reliability and validity of the scale were evaluated high enough to be applied to the phenomenon based on various 'goodness-of-fit' index. Attitude toward the community, one of the most representative variables as a consequence of user-to-user interactivity was analysed to investigate the comparative explanatory power of each factor. The scale developed in the study can enable following studies to measure the user-to-user interactivity in systematic and precise ways, and contribute to the field.

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