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ABSTRACT
This study examines whether interactive affordances of an anti-secondhand-smoking website can induce college students’ behavioral and attitudinal changes. A single factor experiment (the interactive vs. control condition) with 239 non-smoking college students was conducted to investigate the mechanism by which modality interactivity enhances user attitudes toward the website and their intention to avoid second-hand smoke (SHS). Built upon previous interactivity and user interface literature, interface assessment and perceived contingency were hypothesized to mediate the effects of interactivity on persuasive outcomes. The results demonstrated the main effect of modality interactivity on attitudes towards the website and its indirect effect on SHS avoidance intention after controlling for issue involvement and self-efficacy in avoiding SHS. Both relationships were significantly and positively mediated by interface assessment but not by perceived contingency. Theoretical and practical implications are discussed.
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Notes on contributors
Eunjoo Jin
Eunjoo Jin (M.A., University of Texas at Austin) is a first-year doctoral student in the Stan Richards School of Advertising and Public Relations at UT Austin. Her research interest is investigating the persuasive effectiveness of innovative media technologies and user psychology in the context of health and environmental communication.
Jeeyun Oh
Jeeyun Oh (Ph.D., Penn State) is an assistant professor in the Stan Richards School of Advertising and Public Relations at UT Austin. She studies how new media interfaces and technologies influence user engagement and persuade users with health and environmental messages.