The Effects of Interactivity on the Attitudes and Intentions about Second-hand Smoke: Comparison of Two Mechanisms

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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