The Stan Richards School of Advertising & Public Relations, The University of Texas at Austin.
Wee Kim Wee School of Communication and Information, Nanyang Technological University.
Health Commun. 2020 Nov;35(13):1593-1604. doi: 10.1080/10410236.2019.1654172. Epub 2019 Aug 16.
This article examines whether the persuasive potential of modality interactivity on anti-smoking websites can be harnessed by adding agency affordances, such as the like, comment, and share features. Using a 2 × 2 factorial experiment with a current smoker sample (N = 154), we investigated the interaction effects between modality interactivity (low vs. high) and agency affordances (absence vs. presence) on persuasion outcomes. The results showed that the effects of modality interactivity on telepresence, systematic processing, and change in quitting intentions varied depending on the existence of agency affordances on the website. Agency affordances on the anti-smoking website led to a greater sense of agency and systematic processing on the website content. Only in the presence of agency affordances did modality interactivity enhance the feeling of telepresence, which led to greater quitting intentions than in the control condition. Without agency affordances, modality interactivity diminished systematic processing, leading to lower quitting intentions.
本文探讨了在反吸烟网站上增加代理功能（如点赞、评论和分享功能）是否可以利用模态交互的说服力。我们采用了当前吸烟者样本的 2×2 析因实验（N=154），研究了模态交互（低与高）和代理功能（无与有）之间的交互效应对说服结果的影响。结果表明，模态交互对临场感、系统加工和戒烟意愿变化的影响取决于网站上代理功能的存在。反吸烟网站上的代理功能导致了对网站内容更大的代理感和系统加工。只有在存在代理功能的情况下，模态交互才会增强临场感，从而使戒烟意愿比对照组更强。如果没有代理功能，模态交互则会减少系统加工，导致戒烟意愿降低。
