La interacción como factor determinante de la calidad de un cibermedio

Abstract

The main objective of this work is to develop a scale for measuring the perceived quality in cibermedia (e-SQ-MEDIA), where is it introduced as a novelty the dimension of interaction. Following, 211 answers were obtained, from a fieldwork by a questionnaire applied to an online newspaper. The resulting model suggests that the service's quality of a cibermedia is given by a construct made by four dimensions: efficiency; system availability; reliability and privacy; and interaction. Later, after the factor analyses and the validated fit indexes through structural equations, we conclude that the interaction not only influences the service quality but also keeps a strong connection with the fields of efficiency, reliability and privacy.