Exploring Biased Systematic Processing in Organ Donation Promotion in China: Effects of Mobile Interface Features.

Area of Science:

• Human-Computer Interaction
• Health Communication
• Information Science

Background:

• Understanding how mobile interface elements affect health information persuasiveness is crucial for public health campaigns.
• Existing research often overlooks the combined impact of multiple interface features on user engagement with organ donation information.
• The Theory of Interactive Media Effects and Heuristic-Systematic Model provide theoretical frameworks for examining these influences.

Purpose of the Study:

• To investigate the influence of modality interactivity, data visualization, and animation on organ donation website persuasiveness.
• To examine the effects of these interface elements on user interface assessment, perceived credibility, information processing, and behavioral outcomes.
• To explore the moderating role of need for cognition in users' information processing.

Main Methods:

• A 2x2x2 factorial experiment was conducted with 764 participants in China.
• Independent variables included modality interactivity (low vs. high), data visualization (absence vs. presence), and animation (static vs. dynamic).
• Partial Least Squares Structural Equation Modeling (PLS-SEM) and PLS-MGA were used for data analysis.

Main Results:

• Modality interactivity, data visualization, and animation positively influenced interface assessment and perceived credibility.
• These interface features facilitated systematic information processing, leading to positive behavioral outcomes.
• Need for cognition moderated users' information processing, indicating individual differences in response to interface cues.

Conclusions:

• Mobile interface features act as heuristic cues, promoting efficient systematic processing of organ donation information.
• The study highlights the importance of designing persuasive health communication interfaces for mobile platforms.
• Interface design choices can influence users' engagement and decision-making regarding organ donation.