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)...
| Published in: | Human Communication Research Vol. 42; no. 1; pp. 45 - 71 |
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| Main Authors: | , |
| Format: | Article |
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Oxford University Press / USA
Jan2016
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| Subjects: | |
| Online Access: | View this record in EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ssf&AN=112138783&site=ehost-live header: @attributes: shortDbName: ssf uiTerm: 112138783 longDbName: Social Sciences Full Text (H.W. Wilson) uiTag: AN controlInfo: bkinfo: jinfo: jid: 03603989 HUC jtl: Human Communication Research issn: 03603989 maglogo: N pubinfo: dt: Jan2016 vid: 42 iid: 1 pid: 622 pub: Oxford University Press / USA artinfo: ui: 112138783 10.1111/hcre.12064 ppf: 45 ppct: 26 formats: tig: atl: Mobile Persuasion: Can Screen Size and Presentation Mode Make a Difference to Trust? aug: au: Kim, Ki Joon Sundar, S. Shyam affil: Department of Interaction Science, Sungkyunkwan University, Seoul 110‐745, Korea Media Effects Research Laboratory, Pennsylvania State University, University Park PA, 16802, USA su: Persuasion (Psychology) Information processing Heuristic Communications research Mobile communication systems sug: subj: Persuasion (Psychology) Information processing Heuristic Communications research Wireless Telecommunications Carriers (except Satellite) Mobile communication systems keyword: Heuristic–Systematic Model Heuristic-Systematic Model MAIN Model Mobile Advertising Multidimensional Trust Persuasion Phantom Model Analysis Presentation Mode Screen Size Heuristic–Systematic Model Heuristic-Systematic Model MAIN Model Mobile Advertising Multidimensional Trust Persuasion Phantom Model Analysis Presentation Mode Screen Size ab: 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. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: N holdings: @attributes: islocal: N |
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