The Effect Of Interaction on Visual Appeal and Trust in Online Health Information
Aim of project was to examine if interacting with online health websites effects trust and visual appeal, in comparison to short and long website exposure.
A total of 73 participants completed the experiment. The experiment consisted of two parts. Part 1 involved viewing 30 static online health information websites and rating them on visual appeal. Part 2 had 3 phases which featured the same 30 online health information websites that were in part one. Phase 1 required participants to view 30 static websites for 200ms and then provide a trustworthiness rating. Phase 2 required participants to view static websites for 7 seconds and then provide a trustworthiness rating. Finally phase 3 involved participants interacting with the website and then provide a trustworthiness rating.
Statistical analysis in the form of a hierarchical multiple regression revealed that trust short was a predictor of trust interaction. Further analysis revealed that website genre effected visual appeal.