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A Moderating Role of Channel Responsiveness in the Effects of Online Information Source
Unformatted Document Text:  13 questions and asked to choose which question they wanted to see addressed on the next page. Upon choosing a question, participants saw a confirmation of the question chosen and relevant allergy information in the following screen. These questions appeared quite different, but regardless of the question chosen and regardless of responsiveness condition they were assigned to, the material on the next page was exactly the same content across the four experimental conditions. Thus, in the high responsiveness condition, participants were made to believe that information they received was responsive to their action of choosing a question. Since we wanted to expose manipulations to participants with equal “dose,” we placed a programming code in the Web site that disabled participants to go back to a previous page. That way, all participants could view the Web site only once and answer questions based on a single impression of the Web site. However, participants could exit the Web site and attempt to re- enter it, in which case they could view the Web site multiple times. To resolve this issue, participants were asked to provide their ID number (e,g., the last five digits of social security number) when they logged on to the Web site. The ID numbers were checked for duplicate responses, which were deleted from the data set. Measures In part one, nine control variables were measured: involvement, time spent on the Internet, time spent on the Internet looking for health information, time spent on the Internet looking for allergy information, severity of individual allergies, family history of allergies, salience of the issue allergies, attitudes toward the issue allergies (prior to the experiment), allergy-related preventive behaviors (prior to the experiment), and demographics (sex and age). Of these, attitude toward the issue allergies was also measured in the post-manipulation survey. In addition, five other outcome measures were evaluated in the post-manipulation survey: attitude toward the source, attitude toward the Web site, curiosity of the information, preventive behavior intentions, and intention to seek allergy information. Curiosity of the information and attitude toward the issue allergies were two measures of attitude toward health information on

Authors: Kim, Hyojin. and Stephens, Keri.
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questions and asked to choose which question they wanted to see addressed on the next page.
Upon choosing a question, participants saw a confirmation of the question chosen and relevant
allergy information in the following screen. These questions appeared quite different, but
regardless of the question chosen and regardless of responsiveness condition they were assigned
to, the material on the next page was exactly the same content across the four experimental
conditions. Thus, in the high responsiveness condition, participants were made to believe that
information they received was responsive to their action of choosing a question.
Since we wanted to expose manipulations to participants with equal “dose,” we placed a
programming code in the Web site that disabled participants to go back to a previous page. That
way, all participants could view the Web site only once and answer questions based on a single
impression of the Web site. However, participants could exit the Web site and attempt to re-
enter it, in which case they could view the Web site multiple times. To resolve this issue,
participants were asked to provide their ID number (e,g., the last five digits of social security
number) when they logged on to the Web site. The ID numbers were checked for duplicate
responses, which were deleted from the data set.
Measures
In part one, nine control variables were measured: involvement, time spent on the
Internet, time spent on the Internet looking for health information, time spent on the Internet
looking for allergy information, severity of individual allergies, family history of allergies,
salience of the issue allergies, attitudes toward the issue allergies (prior to the experiment),
allergy-related preventive behaviors (prior to the experiment), and demographics (sex and age).
Of these, attitude toward the issue allergies was also measured in the post-manipulation survey.
In addition, five other outcome measures were evaluated in the post-manipulation survey:
attitude toward the source, attitude toward the Web site, curiosity of the information, preventive
behavior intentions, and intention to seek allergy information. Curiosity of the information and
attitude toward the issue allergies were two measures of attitude toward health information on


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