Website interactivity in Malaysian and australian universities

Abstract

The extent to which web sites in Malaysian and Australian universities project their interactivity level was analysed. Content analysis was employed to measure the interactivity level. Twenty-six guidelines were selected and twenty university web sites from each country were randomly selected. The findings showed that human to marketer and human to human showed significant difference while human to content did not show any difference. This study will be an addition to web design literature and facilitate universities and individuals to develop effective strategies to elevate the image of universities in the global context. Future study should examine other interactivity dimensions which are not covered in this study and insights from web designer are also deemed important to ascertain the scenario behind the screen.