Dimensionalizing Involvement with Websites - An Exploratory Study

Abstract

This paper studies the dimensions underlying user involvement with Websites and builds upon the existing body of knowledge on involvement with traditional media. A multidimensional bipolar semantic differential scale based on Zaichkowsky's Personal Involvement Inventory is used to identify the factors that determine the level of involvement in a Website. Websites are then classified, based on these factors, as high or low involvement sites. Involvement with Web sites was found to comprise of three dimensions - cognitive, affective and structural. Among these, the cognitive and the affective dimensions were found to have the highest discriminating power between high and low involvement sites while the structural dimension was found to serve as a moderating factor.