STUDY ON THE ACTUAL AND PERCEPTUAL INTERACTIVITY OF THE WEB SITE

Abstract

Presently, business operation of a company cannot be perceived without the internet. Main mean of communication with the users on the internet is the website of a company. This paper presents difference between interactive and non-interactive site, as well as the variation of interactivity degree in users’ conciseness in case when non-interactive site includes interactive features. Each interactive feature of the web site influences to a certain degree to the web site users and depending on the objectives to be achieved via the web site, diverse match of used interactive features can be created. This paper provides answers to the questions to what extent interactive features of the web site decrease users’ satisfaction and to what extent users are aware of the interactive features of the web site and possibilities offered during utilization of the web site. Marketers aim to higher degree of users’ satisfaction; hence it is necessary to take into consideration the real actions that users perform on the web site. This paper shows relationship between perceived and actual interactivity that is achieved within web site users by implementing interactive features.