An Empirical Study on Website Interactivity Impact among a Student Group, Beneficent for Companies, and Other Users

Milica Jevremović, Cătălin Gheorghiță, Vladimir Cerić, Ovidiu Blăjină, Zorica Jelić, Milena P. Ilić and Rocsana Bucea-Manea-Țoniș
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Milica Jevremović: ITS–Information Technology School, Savski Nasip 7, 11000 Belgrade, Serbia
Cătălin Gheorghiță: Manufacturing Engineering Department, Faculty IIR, University POLITEHNICA of Bucharest, Splaiul Independentei 313, 060042 Bucharest, Romania
Vladimir Cerić: Advanced School of Electrical Engineering, 11010 Belgrade, Serbia
Ovidiu Blăjină: Manufacturing Engineering Department, Faculty IIR, University POLITEHNICA of Bucharest, Splaiul Independentei 313, 060042 Bucharest, Romania
Zorica Jelić: Faculty of Contemporary Arts, University Business Academy in Novi Sad, 11000 Belgrade, Serbia
Milena P. Ilić: Faculty of Contemporary Arts, University Business Academy in Novi Sad, 11000 Belgrade, Serbia
Rocsana Bucea-Manea-Țoniș: Faculty of Physical Education and Sport, Spiru Haret University, 030045 Bucharest, Romania
Authors registered in the RePEc Author Service: Rocsana Bucea-Manea-Tonis

Sustainability, 2022, vol. 14, issue 8, 1-20

Abstract: The connection with customers is a key task of companies, which can be achieved through diverse communication channels, among which one profitable way includes interactive websites. This paper first presents a synthetic review of previous studies on the topic of websites’ interactivity. So far, we observe interactivity through individual models of interactivity. In this paper, four modelling variables are used, which make this paper more complex in the understanding of interactivity. Further, a new research development is exposed, with emphasis on experiment structuring, modelling variables configuration, results achievement, and data analysis and interpretation. It has been ascertained that the model based on four variables creates a broader research framework, enabling an effective analysis of their overall correlations, as well of correlations between each of its components. The applicative part of the research was unrolled with effective participation of a group of 350 students, who were homogeneous in their profiles and activities. Based on the results of an initial test, 240 students were selected and participated in the main test, who all had a particular interest in searching for a job, practice, or training course on the Internet. The research reveals a higher positive impact of interactive websites vs. non-interactive websites, and compares computer use to mobile devices. It also reveals how user perception and behaviour can be positively impacted by making website searches easier, and allowing users to comment on advertisements, share the content on social media, use e-mail marketing, etc.

Keywords: interactivity; website interaction; digitalization; modelling variable; data analysis; user perception; user behaviour; customer benefit; company benefit (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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