The Stan Richards School of Advertising & Public Relations, The University of Texas at Austin.
Media Effects Research Laboratory, Donald P. Bellisario College of Communications, The Pennsylvania State University.
Health Commun. 2020 Mar;35(3):269-280. doi: 10.1080/10410236.2018.1560578. Epub 2019 Jan 8.
Interactive media provide a physically active experience for users to click, slide, mouseover, and zoom-in/out, but how this increased amount of on-screen interaction is associated with cognitive and attitudinal outcomes has remained unexplored. We tackled this issue by conducting an online study where we recorded the amount of on-screen interaction on a targeted interactive feature, sliders, and correlated it with user engagement, attitudes toward anti-smoking messages, and smoking outcome beliefs, while controlling their baseline smoking outcome beliefs ( = 149). We found that the number of clicks and drags on sliders was positively associated with their attitudes toward anti-smoking messages and smoking outcome belief, but only among nonsmokers who are power users of technology. An increase in perceptual bandwidth influenced by interacting with the slider was significantly correlated with greater user engagement among these users. In contrast, for smokers who are not power users, greater on-screen interaction showed a negative correlation with their user engagement mediated by an increase in defensive processing.
互动媒体为用户提供了一种物理活跃的体验，让他们可以点击、滑动、鼠标悬停和缩放，但这种增加的屏幕交互量如何与认知和态度结果相关联，这一点仍未得到探索。我们通过进行一项在线研究来解决这个问题，在研究中，我们记录了针对目标互动功能（即滑块）的屏幕交互量，并将其与用户参与度、对反吸烟信息的态度以及吸烟结果信念相关联，同时控制了他们的基线吸烟结果信念（=149）。我们发现，滑块上的点击和拖动次数与他们对反吸烟信息的态度和吸烟结果信念呈正相关，但仅在技术的重度使用者非吸烟者中如此。与滑块交互作用所引起的感知带宽的增加与这些用户中更大的用户参与度显著相关。相比之下，对于不是技术重度使用者的吸烟者，更大的屏幕交互量与他们的用户参与度呈负相关，这种负相关是通过防御性处理的增加来介导的。
