The title of this paper is terribly academic, but the premise is not. Interactivity increases user satisfaction and trust in your web site.
Results indicate that interactivity is successfully able to increase website satisfaction. Finally, implications for practitioners, limitations of the study, and directions for future research are addressed.
This is highly significant for banks, because our sites are text heavy, and generally low on the interactivity scale. The exception is online banking, and interestingly customers rate online banking highly, even the not so good ones. This bears out the conclusion of the paper.
Conclusion
We found evidence that increased interactivity leads to increased satisfaction, an important component and indicator of usability.This study confirms that improving interactivity— which is what many practitioners are already doing to increase website transactions—does make a difference in increasing consumer trust in those transactions.
Relevance to Bankwatch:
The web is intended to be and designed as an interactive tool. Trust remains an issue for customer adoption of online services. Focus on interactivity can help to bridge that gap.
results-linking-website-interactivity-and-usability-satisfactionssrn-id876061.pdf
Lowry, Paul Benjamin, Spaulding, Trent, Wells, Taylor, Moody, Greg Daniel, Moffit, Kevin and Madariaga, Sebastian, “A Theoretical Model and Empirical Results Linking Website Interactivity and Usability Satisfaction” . Available at SSRN: http://ssrn.com/abstract=876061
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