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Effects of User Control and Perceived Message Tailoring on Responses to a Health Web Site
Unformatted Document Text:  10 Quality of interactivity t=5.1, p<.001 -1 -0.5 0 0.5 No user control (-.45) User control (.24) M e a n ra tin g s c o re Perceived message tailoring: Non-tailored vs. Tailored The scale data on perceived tailoring yielded significant results. The Tailored group expressed stronger agreement than did the Non-tailored group that the web site content seemed to be tailored for them (t=2.4, p<.05). Hypothesis 3 was supported. Perceived personal relevance of informaton: Non-tailored vs. Tailored Hypothesis 4 was not supported. Only 7 participants made comments about the personal relevance of the material in the web site and there was no significant difference in the ratings between the Tailored and Non-tailored groups on this measure. Quality of the content: Non-tailored vs. Tailored The Tailored group rated the quality of the web site’s health content higher than did participants in the Non-tailored group (see Figure 5.) The mean score for the Tailored group was a positive number (.77) while the mean score for the Non-tailored group was a negative number (-.25). Hypothesis 4 was supported (t=5.7, p<.001). Figure 5

Authors: Lieberman, Debra., Lingsweiler, Ryan., Yao, Mike. and Chesler, Zachary.
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background image
10
Quality of interactivity
t=5.1, p<.001
-1
-0.5
0
0.5
No user control (-.45)
User control (.24)
M
e
a
n
r
a
t
i
n
g
s
c
o
r
e
Perceived message tailoring: Non-tailored vs. Tailored
The scale data on perceived tailoring yielded significant results. The Tailored group expressed stronger
agreement than did the Non-tailored group that the web site content seemed to be tailored for them (t=2.4,
p<.05). Hypothesis 3 was supported.
Perceived personal relevance of informaton: Non-tailored vs. Tailored
Hypothesis 4 was not supported. Only 7 participants made comments about the personal relevance of the
material in the web site and there was no significant difference in the ratings between the Tailored and
Non-tailored groups on this measure.
Quality of the content: Non-tailored vs. Tailored
The Tailored group rated the quality of the web site’s health content higher than did participants in the
Non-tailored group (see Figure 5.) The mean score for the Tailored group was a positive number (.77)
while the mean score for the Non-tailored group was a negative number (-.25). Hypothesis 4 was
supported (t=5.7, p<.001).
Figure 5


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