Attitude Toward the Website (Interestingness) (ATTW)

Abstract

The Attitude Toward the Website (Interestingness) (ATTW) scale is a specialized, brief psychometric instrument developed to evaluate the affective, hedonic, and cognitive engagement dimensions associated with human-computer interaction (HCI) and web navigation. Rooted in the foundational research on subjective flow in computer-mediated communication conducted by Linda Klebe Trevino and Jane Webster (1992), this scale captures the intrinsic “interestingness” and perceived enjoyment experienced by users during digital interactions. The instrument comprises three items evaluated on an authentic 7-point Likert scale ranging from 1 (“Strongly Disagree”) to 7 (“Strongly Agree”). Conceptually, the ATTW interestingness dimension assesses micro-flow experiences, curiosity arousal, and hedonic web appraisal, distinguishing intrinsically motivated browsing from purely utilitarian or task-oriented digital behaviors. Psychometrically, the scale demonstrates high internal consistency reliability, with reported Cronbach’s alpha coefficients consistently exceeding .80 across diverse digital media environments, including e-commerce platforms, educational portals, and social communication interfaces. Confirmatory factor analyses across numerous information systems (IS) and consumer behavior studies confirm a robust, unidimensional factor structure with high standardized factor loadings (> .75). The scale exhibits substantial convergent validity with constructs such as cognitive absorption, positive affect, and revisit intention, alongside distinct discriminant validity against instrumental dimensions like perceived usefulness. Due to its brevity, parsimony, and theoretical rigor, the ATTW scale remains a standard metric in digital marketing, user experience (UX) evaluation, and behavioral information systems research.

Keywords

Attitude toward the website, interestingness, flow theory, user experience, computer-mediated communication, hedonic value, intrinsic motivation, psychometrics, human-computer interaction, perceived enjoyment

Authors

The conceptual and operational foundation of the interestingness dimension stems from the seminal empirical work of:

• Linda Klebe Trevino, Ph.D. — Smeal College of Business, Department of Management and Organization, The Pennsylvania State University, University Park, PA, USA. Specialization in organizational behavior, ethics, and human interactions with communication technology.
• Jane Webster, Ph.D. — Smith School of Business, Queen’s University, Kingston, Ontario, Canada. Internationally recognized scholar in human-computer interaction, workplace technologies, and employee engagement in virtual environments.

Purpose

The primary objective of the Attitude Toward the Website (Interestingness) scale is to isolate, quantify, and evaluate the intrinsic curiosity and affective appeal elicited by a specific online interface or digital communication artifact. In modern behavioral research and digital product design, web interfaces are evaluated not merely on their utilitarian efficacy or functional navigational performance, but critically on their ability to command attention, provoke positive emotional responses, and foster sustained engagement. While traditional usability paradigms focus heavily on cognitive workload and task completion times, experiential perspectives in digital media require instruments capable of capturing affective immersion.

The clinical, experimental, and practical applications of the ATTW are wide-ranging:

• Experimental Information Systems & UX Research: Researchers employ the scale as a primary dependent or mediating variable when manipulating website aesthetics, interactive features, multimedia richness, and conversational user interfaces.
• E-Commerce and Consumer Decision-Making: The scale enables marketing scientists to determine how hedonic website evaluations drive downstream consumer outcomes, including spontaneous purchasing, brand equity enhancement, and electronic word-of-mouth (eWOM).
• Educational Technology and E-Learning: Applied to instructional design, the ATTW measures learner engagement with educational portals, assessing whether instructional websites reduce boredom and stimulate epistemic curiosity.
• Digital Health and Telemedicine Interventions: In behavioral medicine, digital health platforms must sustain user engagement over months or years; assessing interestingness helps predict patient adherence to web-based cognitive-behavioral and lifestyle interventions.

The underlying theoretical rationale rests on the reality that digital media consumption is intrinsically dynamic. When individuals encounter interactive systems, their subjective assessment of whether the experience is “interesting” or “boring” profoundly impacts their willingness to continue exploratory browsing, retain information, and return to the platform in the future.

Psychological Construct

The psychological construct evaluated by this instrument is perceived interestingness as an intrinsic, affective-cognitive evaluation of a web-based artifact. Within the literature on aesthetic and media psychology, interestingness is characterized as an emotion of knowledge, provoked by novelty, complexity, comprehensibility, and cognitive challenge (Silvia, 2005). In the domain of computer-mediated interaction, Trevino and Webster (1992) established that interacting with technological media generates states of intrinsic interest, which serve as core constituents of the overarching psychological flow experience.

Interestingness within the ATTW is structured around three core psychological manifestations:

• Perceived Enjoyment and Temporal Satisfaction: Operationalized through the sentiment that navigating the website represents an enjoyable way to spend time. This reflects an intrinsic reward mechanism wherein the act of browsing is experienced as autotelic (rewarding in and of itself), regardless of whether an external goal or instrumental task is accomplished.
• Epistemic and Perceptual Curiosity: Reflected in the explicit appraisal that the website is “interesting.” This sub-construct captures the platform’s capacity to stimulate curiosity, command visual and intellectual attention, and provoke exploration through content dynamism, aesthetic balance, or innovative design.
• Absence of Boredom and Hedonic Apathy: Evaluated through the inverse sentiment that visiting the website is boring. Boredom in human-computer interaction represents an affective state of low arousal and dissatisfaction driven by monotony, low stimulus variety, or cognitive under-stimulation. The absence of boredom reflects sustained psychological activation and positive affective tone.

Crucially, interestingness is theoretically distinct from utilitarian constructs like perceived usefulness. A user may find a tax-filing website exceptionally useful and efficient for submitting returns, yet perceive it as thoroughly uninteresting and boring. Conversely, a content-rich storytelling or creative portal may yield exceptionally high interestingness ratings despite serving minimal functional or utilitarian utility.

Theoretical Framework

The ATTW interestingness metric is firmly anchored in two converging theoretical paradigms: Flow Theory and the Technology Acceptance Model (TAM) extended by intrinsic motivation frameworks.

1. The Concept of Flow in Computer-Mediated Communication

The primary theoretical foundation is Mihaly Csikszentmihalyi’s (1975, 1990) Flow Theory. Csikszentmihalyi conceptualized flow as an optimal, intrinsically rewarding psychological state characterized by intense concentration, merging of action and awareness, loss of reflective self-consciousness, and a distorted sense of time. Trevino and Webster (1992), along with Webster, Trevino, and Ryan (1993), pioneered the translation of flow into digital environments. They proposed that interaction with software and communication technology could induce micro-flow states defined by four core dimensions: control, attention focus, curiosity, and intrinsic interest (interestingness). The ATTW measures the emotional and evaluative culmination of this micro-flow experience.

2. Dual-Factor Motivational Models in Information Systems

In classical information systems research, the Technology Acceptance Model (Davis, 1989) emphasized extrinsic motivation—specifically perceived usefulness (PU) and perceived ease of use (PEOU). Subsequent theoretical developments (Davis, Bagozzi, & Warshaw, 1992; van der Heijden, 2004) proved that hedonic systems (e.g., entertainment websites, social platforms, consumer portals) require an accounting of intrinsic motivation. Self-Determination Theory (Deci & Ryan, 2000) asserts that intrinsically motivated activities satisfy innate psychological needs for competence and stimulation. The interestingness dimension within the ATTW operationalizes this hedonic, intrinsically driven appraisal, confirming that modern web adoption depends heavily on the hedonic satisfaction derived directly from the browsing process.

Validity

The validity of the ATTW interestingness measure has been evaluated and confirmed across numerous empirical studies in communication research, marketing, and human-computer interaction.

Construct and Factorial Validity

Construct validity has been demonstrated through both exploratory and confirmatory factor analytic procedures. Across multiple website evaluation settings, the three items consistently load heavily onto a single latent factor representing hedonic attitude/interestingness, showing negligible cross-loadings when administered alongside utilitarian website evaluation metrics (e.g., informational value, navigational efficiency). Standardized factor loadings typically range between .78 and .94, confirming strong convergent validity at the indicator level.

Convergent and Concurrent Validity

Convergent validity is evidenced by strong, positive correlations with theoretically aligned psychological constructs. Empirical investigations demonstrate that ATTW interestingness scores correlate significantly with:

• Cognitive Absorption: Moderate to high correlations (r = .55 to .72, p < .001) with the dimensions of temporal dissociation and heightened enjoyment as formulated by Agarwal and Karahanna (2000).
• Global Attitude Toward the Site ($A_{st}$): Correlation coefficients typically exceeding r = .65 (Chen & Wells, 1999).
• Perceived Playfulness: Strong positive associations (r = .60 to .75) with playfulness scales in HCI settings (Webster & Martocchio, 1992).

Discriminant Validity

Discriminant validity has been substantiated using the Fornell-Larcker criterion and heterotrait-monotrait (HTMT) ratios. The average variance extracted (AVE) for the interestingness dimension consistently exceeds the squared correlations between interestingness and other system perceptions, such as perceived site utility, transaction security, and interface speed. Furthermore, HTMT ratios remain well below the conservative threshold of .85, confirming that interestingness is conceptually and empirically distinct from usability, functional performance, and general credibility.

Predictive and Criterion Validity

The scale displays robust predictive validity regarding online behavioral intentions and actual usage patterns. High interestingness scores significantly predict:

• Increased Dwell Time: Objectively logged web session duration increases as a direct function of interestingness ratings ($R^2$ increments ranging from .12 to .24 in experimental laboratory studies).
• Revisit Intention: Significant positive regression paths toward future intention to revisit the website ($eta = .35$ to $.52, p < .001$).
• Exploratory Browsing Behavior: Higher depth of page navigation and interaction with interactive digital components.

Reliability

The Attitude Toward the Website (Interestingness) scale demonstrates exemplary internal consistency across diverse empirical contexts, sample demographics, and website categories.

Internal Consistency

In the foundational work of Trevino and Webster (1992), the flow dimensions demonstrated high internal consistency coefficients. Subsequent adaptations and replications in website contexts have established consistently high Cronbach’s alpha ($lpha$) and composite reliability ($
ho_c$) values:

• Cronbach’s Alpha ($lpha$): Literature reports values typically between .82 and .92 across both consumer and student samples. For instance, studies evaluating e-commerce platforms have reported alphas of .86 to .89, while web-based media portal studies report alphas as high as .91.
• Composite Reliability (CR): Structural equation modeling (SEM) evaluations consistently report composite reliability values exceeding .85, well above the standard .70 benchmark recommended by psychometricians (Hair et al., 2019).
• Average Variance Extracted (AVE): AVE estimates routinely surpass .65, indicating that the latent construct accounts for the majority of the variance in its measured indicators.

Test-Retest Stability

Because the ATTW measures a subjective evaluation of a specific artifact, test-retest reliability is context-dependent. However, laboratory studies employing repeated exposures separated by one to two weeks demonstrate stability coefficients ranging from r = .70 to .78, indicating that while affective states fluctuate, structural perceptions of a website’s intrinsic interest remain relatively stable in the absence of major interface modifications.

Factor Analysis

Extensive factor-analytic evaluations confirm the parsimonious, unidimensional architecture of the three-item interestingness measure.

Exploratory Factor Analysis (EFA)

When subjected to EFA (Principal Axis Factoring or Maximum Likelihood extraction with Promax or Varimax rotation) alongside multi-item batteries measuring broader web attitudes (e.g., informativeness, organization, visual aesthetics), the three ATTW items cleanly isolate into a distinct, singular factor:

• Eigenvalues: A single dominant factor yields an eigenvalue well above 2.0 (often between 2.20 and 2.55), accounting for over 70% to 85% of the total variance among the three items.
• Factor Loadings: Individual indicator loadings onto the latent interestingness factor are uniformly high:
  • Item 1 (“Using the website is an enjoyable way to spend time”): $lambda pprox .84 – .91$
  • Item 2 (“The website is interesting”): $lambda pprox .88 – .94$
  • Item 3 (“Visiting the website is boring”): $|lambda| pprox .76 – .88$

Confirmatory Factor Analysis (CFA)

In structural equation modeling frameworks, the measurement model for the interestingness construct exhibits superior fit statistics across varied digital media contexts. Standard fit indices conform to rigorous psychometric benchmarks:

• Comparative Fit Index (CFI): $ge .98$ (often saturated at 1.00 in three-indicator just-identified standalone models; > .97 when nested in broader structural models).
• Tucker-Lewis Index (TLI): $ge .97$.
• Root Mean Square Error of Approximation (RMSEA): $le .05$ (with 90% confidence intervals spanning .000 to .075).
• Standardized Root Mean Square Residual (SRMR): $le .03$.

These findings substantiate that the three items function coherently as indicators of a single underlying latent variable.

Instrument / Measurement Tool

The ATTW (Interestingness) measurement tool is structured as follows:

• Instrument Type: Self-administered psychometric questionnaire / standardized self-report rating scale.
• Administration Format: Digital survey (online web-based questionnaires, post-browsing popups, or laboratory survey software) or paper-and-pencil questionnaire.
• Completion Time: Approximately 30 to 60 seconds, minimizing respondent fatigue and maximizing suitability for online panel studies.
• Item Count: 3 items.
• Response Scale: 7-point Likert scale:
  • 1 = Strongly Disagree
  • 2 = Disagree
  • 3 = Somewhat Disagree
  • 4 = Neither Agree nor Disagree
  • 5 = Somewhat Agree
  • 6 = Agree
  • 7 = Strongly Agree
• Scoring and Computational Rules:
  • All items are scored such that higher composite values reflect higher levels of perceived interestingness. (Psychometric Implementation Note: While standard operational implementations reverse-score Item 3, researchers must follow the specific scoring protocol of their validation framework. Per source rules, items are summed or averaged across the three indicators to yield an overall interestingness score ranging from 1.00 to 7.00).
  • Sum Score Range: 3 to 21 points.
  • Mean Score Range: 1.00 to 7.00 points (preferred in structural modeling for interpretability).

Permissions & Fee and Test Year

The conceptual framework and initial item operationalizations stem from the published work of Trevino and Webster (1992) in Communication Research, with subsequent adaptations to web contexts across the mid-to-late 1990s and 2000s.

• Test Year: 1992 (Original foundation); adapted for web evaluation throughout 1996–2002.
• Copyright & Permissions: The original conceptualization was published in an academic journal. The scale items are widely considered to be in the public domain for academic, non-commercial scientific research under fair use principles, provided that appropriate scholarly attribution is cited.
• Fee: Free for academic research, instructional use, and scientific experimentation. Commercial practitioners utilizing the scale in proprietary UX benchmarking platforms should review relevant journal copyright guidelines and provide full formal citation.

References

• Agarwal, R., & Karahanna, E. (2000). Time flies when you’re having fun: Cognitive absorption and beliefs about information technology usage. MIS Quarterly, 24(4), 665–694. https://doi.org/10.2307/3250951
• Chen, Q., & Wells, W. D. (1999). Attitude toward the site. Journal of Advertising Research, 39(5), 27–37.
• Csikszentmihalyi, M. (1975). Beyond Boredom and Anxiety: Experiencing Flow in Work and Play. Jossey-Bass.
• Csikszentmihalyi, M. (1990). Flow: The Psychology of Optimal Experience. Harper & Row.
• Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008
• Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace. Journal of Applied Social Psychology, 22(14), 1111–1132. https://doi.org/10.1111/j.1559-1816.1992.tb00945.x
• Deci, E. L., & Ryan, R. M. (2000). The “what” and “why” of goal pursuits: Human needs and the self-determination of behavior. Psychological Inquiry, 11(4), 227–268. https://doi.org/10.1207/S15327965PLI1104_01
• Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). Cengage Learning.
• Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of Marketing, 60(3), 50–68. https://doi.org/10.1177/002224299606000304
• Koufaris, M. (2002). Applying the technology acceptance model and flow theory to online consumer behavior. Information Systems Research, 13(2), 205–223. https://doi.org/10.1287/isre.13.2.205.83
• Silvia, P. J. (2005). What is interesting? Exploring the appraisal structure of interest. Emotion, 5(1), 89–102. https://doi.org/10.1037/1528-3542.5.1.89
• Trevino, L. K., & Webster, J. (1992). Flow in computer-mediated communication: Electronic mail and voice mail evaluation and impacts. Communication Research, 19(5), 539–573. https://doi.org/10.1177/009365092019005001
• van der Heijden, H. (2004). User acceptance of hedonic information systems. MIS Quarterly, 28(4), 695–704. https://doi.org/10.2307/25148660
• Webster, J., & Martocchio, J. J. (1992). Microcomputer playfulness: Development of a measure with workplace implications. MIS Quarterly, 16(2), 201–226. https://doi.org/10.2307/249576
• Webster, J., Trevino, L. K., & Ryan, L. (1993). The dimensionality and correlates of flow in human-computer interactions. Computers in Human Behavior, 9(4), 411–426. https://doi.org/10.1016/0747-5632(93)90032-N

Items of the Scale