The surface characteristics (presentational or design elements) of online content have been the focus of a growing body of credibility literature in recent decades. However, since the online health information communities such as WebMD do not provide any design options when writing comments on the original post, how the simplistic presentational of comments (e.g., spacing, bullet-points, labeling, and line breaks) can affect web users' responses was examined. Our study found that minimal variations in the presentation of online contents can influence assessments of their credibility and behavioral intentions. In addition, the current study revealed interaction effects between surface characteristics and source expertise. Other findings and implications are discussed.
Despite of the popularity of interactive movie trailers, rigorous research on one of the most apparent features of these interfaces – the level of user control – has been scarce. This study explored the effects of user control on users’ immersion and enjoyment of the movie trailers, moderated by the content type. We conducted a 2 (high user control versus low user control) × 2 (drama film trailer versus documentary film trailer) mixed-design factorial experiment. The results showed that the level of user control over movie trailer interfaces decreased users’ immersion when the trailer had an element of traditional story structure, such as a drama film trailer. Participants in the high user control condition answered that they were less fascinated with, absorbed in, focused on, mentally involved with, and emotionally affected by the movie trailer than participants in the low user control condition only with the drama movie trailer. The negative effects of user control on the level of immersion for the drama trailer translated into users’ enjoyment. The impact of user control over interfaces on immersion and enjoyment varies depending on the nature of the media content, which suggests a possible trade-off between the level of user control and entertainment outcomes.
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