The Role of Interactivity in Information Search on ACG Portal Site

The purpose of this study is to examine the relationships between three dimensions of interactivity (user control, responsiveness and connectedness) and consumers’ perceived value composed of utilitarian and hedonic values on ACG resources searching, finally determining the level of overall satisfaction on using interactivity features in ACG portable site service. A total of 430 respondents participated and the usable sample size was 136 of goal-directed users and 180 of experiential users, after the screening process. The results indicate that both perceived utilitarian and hedonic values have a positive effect on satisfaction in the ACG portal site. But goal-directed users more concern about utilitarian than hedonic value, and experiential users more concern about hedonic value than utilitarian.

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