CAN INTERACTIVITY MAKE A DIFFERENCE? EFFECTS OF INTERACTIVITY ON YOUNG ADULTS\u27 COMPREHENSION OF ONLINE HEALTH CONTENT

The Internet is growing in popularity as a health information sourceespecially among young adults. Interactivity has been pinpointed as the keyfeature that makes the Internet a potentially powerful health communicationtool. It is being heralded as a hybrid channel that has the capacity not only todisseminate health information to mass audiences both asynchronously andsynchronously, but also has the capacity to provide an engaging and stimulatingenvironment that can promote exploratory learning and active processing ofinformation. Despite these exciting claims, there is still a dearth of theoreticallydrivenempirical studies providing support for or against these assumptions. Westill know very little about how interactive technologies actually influenceinformation use, learning and motivational processes.A popular view is that the communicative efficacy of interactivetechnologies is influenced more with their match with comprehension processesand individual differences than with the level of interactivity itself. This studywas designed to tease out the potential effects of different levels of interactivityon comprehension and to determine whether individual differences in need forcognition would moderate such effects. About 441 young adults (ages 18-26)from the University of Kentucky participated in a 2 by 2 factorial experimentdesigned to test the effects of two levels of interactivity and two levels of needfor cognition on the comprehension of a health website on skin cancer.Results showed a significant main effect for level of interactivity oncomprehension scores holding the covariates, time on task and reading style,constant. Those exposed to the high interactivity site had significantly highercomprehension scores than those exposed to the low interactivity site. Therewas, however, no significant main effect for need for cognition, neither was therea significant interaction effect between level of interactivity and need forcognition on comprehension scores. Implications of these results and suggestionsfor future research are also discussed

A comparison of three interactive television AD formats

This study explores the effects of interacting with three current interactive television (iTV) ad formats, using an Australian audience panel. Interaction with iTV ads has positive effects on awareness and net positive thoughts, which increase purchase intentions compared with the influence of regular ads. The telescopic format represents the best format, likely because it makes the most of the entertaining possibilities of iTV by offering additional long-form video; its superior performance cannot be explained readily by self-selection effects. The results suggest that the effectiveness of iTV ads should be measured by their interaction rate rather than the much smaller response rate, and iTV advertisers should consider ways to maximize interaction and response rates

Effects of Website Interactivity on Skin Cancer-Related Intentions and User Experience: Factorial Randomized Experiment

BACKGROUND: Digital media technologies provide users with the ability to interact with content and to receive information based on their preferences and engagement. OBJECTIVE: We used skin cancer and sun protection as a health topic to explore how modality interactivity, interface tools that afford users greater activity, resulting in greater depth and breadth of mentally representing and experiencing mediated content, and message interactivity, the extent to which the system allows users to exchange messages back and forth on health websites, influenced users\u27 attitudes, knowledge, behavioral intentions, and experience. METHODS: We employed a 2×2 (modality interactivity: high vs low; message interactivity: high vs low) between-subject online experiment for which 4 websites were created. Participants (n=293) were recruited using Amazon Mechanical Turk and randomly assigned into to 1 of 4 conditions. After browsing the website, participants completed an online survey regarding their experience and cognitive perceptions. General linear models and path analysis were used to analyze the data. RESULTS: Both modality interactivity (P = .001) and message interactivity (P \u3c .001) had an impact on intention to use sun protection. Attitudes toward health websites and perceived knowledge mediated the effects of modality interactivity and message interactivity on sun protection use intention, individually. Participants in the high modality interactivity and high message interactivity condition felt more satisfied (P = .02). Participants in the low message interactivity condition had more interest in the experience with health websites than participants in the high message interactivity condition (P = .044). CONCLUSIONS: Findings suggested that modality interactivity influenced intention to use sun protection directly as well as via attitudes toward the websites. Message interactivity impacted intention to use sunscreen directly and also through perceived knowledge. Implications for designing health websites and health intervention content are discussed

The effects of interactivity and involvement on users\u27 attitude toward and perception of brands and purchase intent on Facebook

Communications practitioners have long studied factors related to consumers’ impressions of brands as well as their intent to purchase from brands. While early research has focused on traditional advertising methods, newer research is geared towards understanding how interactive features are changing this relationship. The rise of newer computer-mediated communication (CMC) technologies, specifically social media, has lead to many changes in the way organizations market their brands as they allow for unique, interactive communication between an organization and its publics. While the notion of interactivity, a core feature of CMC, has no one definition, researchers continue to examine its effects within the digital sphere. This exploratory study investigated the effects of level of interactivity on the social networking site, Facebook, as well as level of product involvement on users’ attitudes towards the brand and perceptions of the brand as well as their intent to purchase from the brand. The study utilized a 2x2 (high interactivity, low interactivity X high involvement, low involvement) factorial design with level of interactivity and level of involvement as independent variables and attitudes toward the brand, perceptions of reputation and purchase intent as dependent variables. To explore these relationships, this study utilized a controlled online experiment with 96 adults. Participants were exposed to one of four possible conditions, and the data were analyzed using a factorial analysis of variance in SPSS. While this study did not find any significant effects for interactivity or product involvement on users’ impressions or intent to purchase from the brand, it did find that interactivity, attitudes toward the brand, perceptions of the brand and purchase intent were all highly, positively correlated with one another. Implications and recommendations for future research are discussed

Eliciting Behavior From Interactive Narratives: Isolating the Role of Agency in Connecting With and Modeling Characters

A key component differentiating interactive storytelling from non-interactive media is agency, or control over character choices. A series of experiments show that providing agency over a character increased the user-character connection, which then increased engagement in a character-consistent charitable act. Findings were observed in technologically simple online narratives that controlled for navigation/controller differences, graphics, sounds, lengthy play, and avatar customization. Effects emerged even though users did not practice these acts by making their character behave charitably. Findings were robust across happy and unfortunate endings and across first-, second-, and third-person narrative perspectives. Findings suggest promise for developing inexpensive ‘‘storygames’’ to encourage supportive behaviors

Measuring consumer perceptions of credibility, engagement, interactivity and brand metrics of social network sites

For advertisers looking to include online media in their marketing strategies, consumer perceptions of Web sites become increasingly important. This study examined three types of endorsement in an online setting. To accommodate the many voices of a social network site, this study employed a new form of endorsement, a social-network endorsement, to account for the collective opinions and feedback of social network site members. Using an experimental design, this study tested the credibility, engagement, and interactivity of three types of endorsements: a corporate endorsement, a third-party endorsement and a social-network endorsement. Two hundred fifty-one participants examined one of three sites, a corporate site, a blog and a Facebook group page, to determine if Web site source affected credibility, engagement, interactivity, attitude toward the Web site, brand attitudes, and purchase intentions. Findings indicated consumers regard corporate Web sites with more credibility and find them more engaging and interactive. Credibility also increased positive attitudes towards the Web sites. Subjects also rated Facebook more trustworthy and engaging than the blog. However, none of the different endorsements influenced brand attitudes or purchase intentions

Culture and persuasion online: Predicting attitudes, cognitions, and behavioral intentions in a culturally diverse online marketplace

With an online experiment and a focus group, I examined the role of cultural appeals in online persuasive communication. The results of the study revealed that culturally oriented Web sites and online advertisements influence individual attitudes and behavioral intentions. These effects were particularly strong when cultural appeals were consistent across advertisements and their hosting Web sites. I observed the main effect of culture on persuasiveness of Web sites and advertisements both the American and the Chinese samples of participants. The results of the study did not, however, support the expectation that ethnic identity and need for cognition would interact with the effects of cultural appeals. Participants had uniform reactions across various levels of ethnic identity and need for cognition. The findings of my study suggest that online marketers and advertisers should focus not only on the message, but also on the media when targeting ethnic consumers. In fact, the cultural relevance between an advertisement and its hosting Web site is a prerequisite for a successful advertising campaign

Parsing the effects of web interactivity and navigability on information processing

Much research on the psychological impact of technological variables in online communication has focused on interactivity as a characteristic of Web sites and other digital media that subsumes many aspects of online information presentation. This dissertation sought to examine whether interactivity of Web sites could be disentangled from an often-mentioned but under-explicated technological variable, navigability. This dissertation underwent several steps to clarify the nature and effects of interactivity by extricating the variable from another characteristic of digital media, namely navigability. The main experiment employed a 3 (interactivity: low, medium, high) X 2 (navigability: low, high) between-subjects factorial experiment to examine unique contributions of interactivity and navigability to effects on attitudes, memory of site content, and behavioral intent, as well as the mechanisms by which potential effects occur. In order to examine these mechanisms, a scale to measure user perceptions of Web site navigability was also developed and tested. Navigability was found to have a main effect on memory of site content, such that participants in low-navigability conditions had lower memory of site content. In addition, navigability was found to have a significant indirect on attitudes toward the site via perceived navigability. Similarly, interactivity was found to have a significant indirect on attitudes toward the site through perceived interactivity. The implications of these effects for understanding the processes through which Web site structure can affect the processing of content are discussed

“I Am Here to Assist You Today”: The Role of Entity, Interactivity and Experiential Perceptions in Chatbot Persuasion

Online users are increasingly exposed to chatbots as one form of AI-enabled media technologies, employed for persuasive purposes, e.g., making product/service recommendations. However, the persuasive potential of chatbots has not yet been fully explored. Using an online experiment (N = 242), we investigate the extent to which communicating with a stand-alone chatbot influences affective and behavioral responses compared to interactive Web sites. Several underlying mechanisms are studied, showing that enjoyment is the key mechanism explaining the positive effect of chatbots (vs. Web sites) on recommendation adherence and attitudes. Contrary to expectations, perceived anthropomorphism seems not to be particularly relevant in this comparison

Testing a brief web-based intervention to increase recognition of tobacco constituents

Objective: We examined website formats to increase smokers\u27 recognition of harmful and potentially harmful constituents (HPHCs) in cigarettes. Methods: Adult, daily smokers (N = 279) were randomized to view a brief, single-page study website showing HPHC names and uses. The intervention site was tailored + interactive, labeled by cigarette brand/subbrand showing color imagery and pop-up boxes; the generic + static website (control) was unbranded in greyscale. Eye tracking equipment measured attention (dwell time) to precise website features. Linear regression analyses compared attention to HPHC descriptions and the correct recognition of 15 HPHC chemicals. A randomly selected sub-sample (N = 30) of participants qualitatively rated website usability. Results: Despite spending less dwell time on the HPHC text and entire website, adult smokers who viewed the generic + static website had greater improvement in HPHC recognition compared to the tailored + interactive website (4.6 vs 3.6; p = .02); this finding contrasts with current literature on tailoring and interactivity. Both websites were rated highly on ease-of-use and readability. Conclusions: Basic formats and narrative HPHC Web-based content attracted less visual attention, yet increased recognition of these chemicals in cigarettes, compared to brand-tailored, interactive web-based content