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.

摘要

这项研究使用网站的四个操纵版本，通过区分网站功能的交互程度来提供颗粒物（PM）信息，以检查交互作用对系统处理和行为意图的影响。来自在线实验的数据表明，中等程度的交互性对于增强系统处理效果有效，反过来，也增加了人们学习该网站的意愿。此外，这种关系特别针对那些先前对PM态度持否定态度的人。这些发现有助于开发交互性研究的框架，并为网站设计提供建议。