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The Effects of Second-level Mode Tailoring and Cultural Dimensions on Engagement and Recall of Health Information
Liu, Pan
Liu, Pan
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Abstract
As a strategy used for decades in communication message design, tailoring has yet to be defined as the process through which the content or presentation modality of the messages are customized based on users’ characteristics or personal preferences, by previous literature. This dissertation aimed to expand the connotation of tailoring by introducing the concept “Second-Level Mode Tailoring (SLMT)” in which the GUI functions of a website is to be tailored by its users. Using a mixed-methods design, the study explored whether and why users would engage in SLMT and whether such actions and reasons differ between individualistic and collectivistic cultures. The study also explored whether SLMT could affect users’ engagement with the website and retention of the information from the website. The findings suggest that overall, SLMT does predict participants’ information retention, but not their user engagement at a significant level. Most of the people chose to engage in SLMT as they suggested that it could help them better navigate and read the materials. The cultural differences among the samples were not detected, which reiterated the necessity of assessing culture than assuming it in future empirical studies. The findings of the dissertation could potentially benefit website developers as SLMT can be a new means to convey information to the target audiences more effectively and precisely.
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2022-08-31
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University of Kansas
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This item contains archived web content.
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Multimedia communications, Journalism, Public health, Cross-Cultural Communication, Health Communincation, Information Tailoring, Message Design, Mixed-Method, Mode Tailoring