Interactivity: a factory to increase memorization

ABSTRACT Today, approximately 29% of the world population use the Internet, against 38% in Brazil, which shows its importance in people’s routine not only in Brazil, but also worldwide. Being the Internet a communication media, this research evaluates the influence of Interactivity as a factor to increase memorization of Internet sites. According to literature, multiway, immediacy and contingency factors increase Interactivity and sites that provide one or more of these factors influence memorization. 20 in-depth personal interviews were conducted to improve the understanding the issue, to identify leads and elaborate our hypothesis, followed by a quantitative survey of 300 people. Hypotheses were tested using Chi-square and a hierarchical and non-hierarchical cluster analysis. Results showed that the smaller the number of leads of a specific website, the larger are its memorization and access. The theoretical contribution of this investigation is that websites that offer fewer leads are more interactive, which causes them to be remembered. The managerial implication is that websites with a clear position and a small quantity of information or leads tend to be more remembered and accessed by internet users.

【摘要】当前全球约29%的人口使用互联网，巴西这一比例达38%，足见互联网不仅在巴西民众日常生活中，更在全球范围内都具备举足轻重的地位。作为一种传播媒介，本研究旨在评估交互性（Interactivity）作为提升互联网网站记忆度的影响因素所发挥的作用。根据现有文献，多向性、即时性与情境适配性三类要素可提升交互性，而具备其中一项或多项要素的网站能够提升用户的记忆程度。本研究首先开展了20次深入个人访谈，以深化对该议题的认知、明确研究切入点并细化研究假设，随后针对300名受访者开展了定量问卷调查。研究采用卡方检验、系统聚类分析与非系统聚类分析对研究假设进行了验证。结果显示，特定网站的引导项数量越少，用户对该网站的记忆程度与访问频次越高。本研究的理论贡献在于：引导项较少的网站具备更强的交互性，进而更易被用户记住。本研究的管理实践启示为：定位清晰且信息或引导项数量较少的网站，往往更易被互联网用户记住并访问。