ABSTRACT
Online user interactivity has proven an important concept for convergent mass communication research. The term “interactivity” transcends over a variety of behaviors and Internet structures, each pointing to different roles that impact audience engagement with online content. The expected interactivity (EI) scale developed by D. Sohn and S. M. Choi provided a measurement that researchers, regardless of their interest and perspective with the concept of interactivity, could utilize through a broader schematic approach. The development of the EI scale followed a rigorous scientific procedure for scale construction, and contributed to future convergent mass communication research. The developed measure of EI is a good starting point for researchers and practitioners in understanding the concept of interactivity from the perspective of user experience, and deserves further empirical investigation.
