無

In order to persuade online users apply health care idea, various kinds of online media modality are widely used on websites, such as animation, audio, picture, and text. Despite the popular use of multimedia modalities, there is an inadequate understanding of its effect on persuasion. To investigate effects on the online users’ performance and perceptions in healthcare information, we integrate the elaboration likelihood model (ELM) to exam people’s advice adoption, intention to share and recall. We set up three different combinations of online media modalities, and use the healthcare issue with animation to exam the dependent variables we mentioned above. Finally, we find that argument quality and source credibility will affect people’s advice adoption and intention to share, but not recall. The results suggest that online media modality will affect all our dependent variables. An important finding for both theory and practice is that people may remember the content well through animation, but when they want to share with other people or adopt the suggestion and idea, they will choose another type of modalities such as picture and text. These results as well as other implications are discussed.

Ajzen, I. (1991). "The theory of planned behavior." Organizational behavior and human decision processes 50(2): 179-211.

Ajzen, I. and M. Fishbein (1980). "Understanding attitudes and predicting social behaviour."

Amadieu, F., et al. (2011). "The attention-guiding effect and cognitive load in the comprehension of animations." Computers in Human Behavior 27(1): 36-40.

Angst, C. M. and R. Agarwal (2009). "Adoption of electronic health records in the presence of privacy concerns: The elaboration likelihood model and individual persuasion." Mis Quarterly 33(2): 339-370.

Bederson, B. B. and A. Boltman (1999). Does animation help users build mental maps of spatial information? Information Visualization, 1999.(Info Vis' 99) Proceedings. 1999 IEEE Symposium on, IEEE.

Bhattacherjee, A. and C. Sanford (2006). "Influence processes for information technology acceptance: An elaboration likelihood model." Mis Quarterly: 805-825.

Bock, G.-W., et al. (2005). "Behavioral intention formation in knowledge sharing: Examining the roles of extrinsic motivators, social-psychological forces, and organizational climate." Mis Quarterly: 87-111.

Bock, G. W. and Y.-G. Kim (2002). "Breaking the myths of rewards: an exploratory study of attitudes about knowledge sharing." Information Resources Management Journal (IRMJ) 15(2): 14-21.

Boucheix, J.-M. and R. K. Lowe (2010). "An eye tracking comparison of external pointing cues and internal continuous cues in learning with complex animations." Learning and instruction 20(2): 123-135.

Cline, T. W. and J. J. Kellaris (2007). "The Influence of Humor Strength and Humor—Message Relatedness on Ad Memorability: A Dual Process Model." Journal of Advertising 36(1): 55-67.

Dutta-Bergman, M. J. (2004). "Health attitudes, health cognitions, and health behaviors among Internet health information seekers: Population-based survey." Journal of Medical Internet Research 6(2).

Fishbein, M. and I. Ajzen (1975). Belief, attitude, intention and behavior: An introduction to theory and research.

Hong, W., et al. (2004). "Does animation attract online users’ attention? The effects of flash on information search performance and perceptions." Information Systems Research 15(1): 60-86.

Hsu, M.-H., et al. (2007). "Knowledge sharing behavior in virtual communities: The relationship between trust, self-efficacy, and outcome expectations." International Journal of Human-Computer Studies 65(2): 153-169.

Lang, A. (2000). "The limited capacity model of mediated message processing." Journal of Communication 50(1): 46-70.

Mayer, R. E., et al. (2005). "When static media promote active learning: annotated illustrations versus narrated animations in multimedia instruction." Journal of Experimental Psychology: Applied 11(4): 256.

Mick, D. G. (1992). "Levels of subjective comprehension in advertising processing and their relations to ad perceptions, attitudes, and memory." Journal of Consumer Research: 411-424.

Paivio, A. (1991). "Dual coding theory: Retrospect and current status." Canadian Journal of Psychology/Revue canadienne de psychologie 45(3): 255.

Petty, R. E. and J. T. Cacioppo (1984). "The effects of involvement on responses to argument quantity and quality: Central and peripheral routes to persuasion." Journal of personality and social psychology 46(1): 69.

Petty, R. E. and J. T. Cacioppo (1986). The elaboration likelihood model of persuasion. Communication and Persuasion, Springer: 1-24.

Ratneshwar, S. and S. Chaiken (1991). "Comprehension's role in persuasion: The case of its moderating effect on the persuasive impact of source cues." Journal of Consumer Research: 52-62.

Stamm, K. and R. Dube (1994). "The relationship of attitudinal components to trust in media." Communication Research 21(1): 105-123.

Sundar, S. S. (2000). "Multimedia effects on processing and perception of online news: A study of picture, audio, and video downloads." Journalism & Mass Communication Quarterly 77(3): 480-499.

Sussman, S. W. and W. S. Siegal (2003). "Informational influence in organizations: an integrated approach to knowledge adoption." Information Systems Research 14(1): 47-65.

Taylor, D. G., et al. (2012). "Self-Enhancement as a Motivation for Sharing Online Advertising." Self 12(2).

Unnava, H. R., et al. (1994). "Effects of presentation order and communication modality on recall and attitude." Journal of Consumer Research: 481-490.

Venkatesh, V., et al. (2003). "User acceptance of information technology: Toward a unified view." Mis Quarterly: 425-478.