The impact of Internet interactivity and need for closure on consumer preference

The need for closure on consumers' desired level of Internet interactivity was discussed. Four commercial Websites were created, containing identical information, but with different levels of hyperlinks, user interactivity, and time pressure. Experienced Web surfers were randomly assigned to one of the Websites and, after surfing, were asked to complete a questionnaire about their level of satisfaction with the Website. The results show that people with a high need for closure prefer a Website with fewer hyperlinks, while people with a low need for closure prefer a Website containing more hyperlinks.