2010 TheDevelopmentandEvaluationofaS

(O'Brien & Toms, 2010) ⇒ Heather L. O'Brien, and Elaine G. Toms. (2010). “The Development and Evaluation of a Survey to Measure User Engagement.” In: Journal of the American Society for Information Science and Technology, 61(1). doi:10.1002/asi.v61:1

Subject Headings: User Engagement Metric, Engaging User Experience, Interactive Application.

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Abstract

Facilitating engaging user experiences is essential in the design of interactive systems. To accomplish this, it is necessary to understand the composition of this construct and how to evaluate it. Building on previous work that posited a theory of engagement and identified a core set of attributes that operationalized this construct, we constructed and evaluated a multidimensional scale to measure user engagement. In this paper we describe the development of the scale, as well as two large-scale studies (N=440 and N=802) that were undertaken to assess its reliability and validity in online shopping environments. In the first we used Reliability Analysis and Exploratory Factor Analysis to identify six attributes of engagement: Perceived Usability, Aesthetics, Focused Attention, Felt Involvement, Novelty, and Endurability. In the second we tested the validity of and relationships among those attributes using Structural Equation Modeling. The result of this research is a multidimensional scale that may be used to test the engagement of software applications. In addition, findings indicate that attributes of engagement are highly intertwined, a complex interplay of user-system interaction variables. Notably, Perceived Usability played a mediating role in the relationship between Endurability and Novelty, Aesthetics, Felt Involvement, and Focused Attention.

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A Model of User Engagement

Building on this previous research, we posited a model of engagement that examined these attributes in concert and rooted them in a theoretical framework of Aesthetic, Play, and Flow Theories, and then tested the model through an exploratory study that involved interviewing users of four different types of technology: Web searching, shopping, video games, and online learning (O'Brien & Toms, 2008).

Overall, the model hypothesized that engagement is both a process and product (Kappelman, 1995) of interaction; its intensity may change over the course of an interaction (Said, 2004) depending on the combination of users' needs, goals, emotions, actions, and thoughts, or the format (Chapman, 1997; Jacques, 1996), visual presentation, and organization of the computer interface (Quesenbury, 2003). A range of user and system-specific attributes were identified in the review of related research and exploratory study: aesthetics, sensory appeal, focused attention, awareness, challenge, control, feedback, interest, motivation, novelty, and perceived time. Influences on engagement are perceived usability, interactivity, and environmental/situational variables (e.g., interruptions, task pressures). Table 1 defines the attributes that were considered during the initial stages of this research. The articulation of these attributes provided a foundation for considering the measurement of engagement.

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References

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	Author	volume	Date Value	title	type	journal	titleUrl	doi	note	year
2010 TheDevelopmentandEvaluationofaS	Heather L. O'Brien Elaine G. Toms			The Development and Evaluation of a Survey to Measure User Engagement				10.1002/asi.v61:1		2010