Mobile Persuasion: Can Screen Size and Presentation Mode Make a Difference to Trust?
Guided by theModality, Agency, Interactivity, and Navigability (MAIN) model of technology effects and the heuristic-systematicmodel (HSM) of information processing, this study explicates underlying mechanisms by which variations in screen size (large vs. small) and presentation mode (video vs. text)...
| Publicado en: | Human Communication Research Vol. 42; no. 1; pp. 45 - 71 |
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| Autores principales: | , |
| Formato: | Artículo |
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Oxford University Press / USA
Jan2016
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| Acceso en línea: | Ver este registro en EBSCOhost |
| Sumario: | Guided by theModality, Agency, Interactivity, and Navigability (MAIN) model of technology effects and the heuristic-systematicmodel (HSM) of information processing, this study explicates underlying mechanisms by which variations in screen size (large vs. small) and presentation mode (video vs. text) contribute to user perceptions of media content on their smartphones. Results from a between-subjects experiment (N=120) indicate that large screen size and video mode promote heuristic processing while small screen size and text mode encourage systematic processing. Heuristic processing leads to greater affective and behavioral trust while systematic processing is associated with cognitive trust. Phantom model analysis reveals the effects of large screen size and video mode on purchase intentions are sequentially mediated by type of information processing and multidimensional trust. |
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