Website Interactivity’s Effects on Revisit Intention: A Moderated-Mediation Analysis of the Particulate Matter Issue in South Korea

ABSTRACT

This study uses four manipulated versions of a website that provides particulate matter (PM) information, by differentiating the degree of interactivity of website features, to examine the effect of interactivity on systematic processing and behavioral intention. The data from the online experiment show that the medium level of interactivity was effective for enhancing systematic processing and, in turn, increased intentions to learn about the website. In addition, this relationship was especially emphasized for those who had negative preexisting PM attitudes. The findings contribute to developing the framework of interactivity research and provide suggestions for website design.

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Notes on contributors

Jisoo Ahn

Jisoo Ahn is a research professor in the Health and New Media Research Institute at Hallym University. She studies the effects of media interface on information processing and persuasion as a method of public communication regarding health and environmental risks.

Min-Ji Choe

Min-Ji Choe is a doctoral student in the Digital Contents School at Hallym University. Her research interest is investigating the persuasive effectiveness of interactive media technologies and information communication technologies in the context of health and environmental communication.

Chae Young Kim

Chae Young Kim is a master’s student in the Digital Contents School at Hallym University. She analyzes medical big data and investigates the persuasive effectiveness of health messages in digital health care.

Ghee Young Noh

Ghee-Young Noh is a professor in the School of Media at Hallym University. His research interest focuses on how new media and technology can promote the effectiveness of health and environmental persuasive messages.