Department of Health Education and Health Promotion, Maastricht University, Netherlands.
Psychol Health. 2009 Jul;24(6):651-61. doi: 10.1080/08870440802521094.
The use of online word of mouth (WOM) seems a promising strategy to motivate young people to visit Internet-delivered interventions. An Internet-delivered intervention aimed at changing implicit attitudes related to alcohol was used in two experiments to test effectiveness of e-mail invitations on a first visit to the intervention. The results of the first experiment (N = 196) showed that an invitation by e-mail from a friend was more effective to attract young adults (aged 18-24 years) to the intervention website than an invitation from an institution. A 2 x 2 design was used in the second experiment (N = 236) to test manipulations of argument strength and the use of peripheral cues in invitations. Results showed that weak arguments were more effective to attract young adults to the intervention website when an incentive was withheld. These results need to be taken into account when using online WOM as a strategy to improve exposure to Internet-delivered interventions.
利用网络口碑（WOM）似乎是激励年轻人访问互联网干预措施的一种有前途的策略。本研究使用一种旨在改变与酒精相关的内隐态度的互联网干预措施，在两项实验中检验了电子邮件邀请在首次访问干预措施时的有效性。第一项实验（N=196）的结果表明，与机构邀请相比，来自朋友的电子邮件邀请更能吸引年轻人（18-24 岁）访问干预网站。第二项实验（N=236）采用 2×2 设计，测试邀请中论点强度和使用边缘线索的操纵。结果表明，当奖励被保留时，较弱的论点更能吸引年轻人访问干预网站。在使用在线 WOM 作为提高互联网干预措施曝光率的策略时，需要考虑这些结果。
