The use of Web-based interactive technology to promote HPV vaccine uptake among young females: a randomized controlled trial

BACKGROUND: Currently no study has investigated whether Web-based interactive technology can influence females to adopt healthy behaviors. We investigated how and under what conditions do Web-based interactivity influence vaccination intentions among young females. METHODS: In this randomized controlled trail, we conduct a 2 (mode of information presentation: narrative vs. data visualization) × 2 (interactivity: interactive information vs. noninteractive information) between-groups design. A total of 180 Chinese female undergraduate students who had never received HPV vaccination were randomly allocated to 4 experimental groups. Each participant was assessed for their information avoidance behavior and vaccination intention. The hypotheses were tested using a moderated mediation model. All analyses were performed using SPSS version 22.0 with probability set at 0.05 alpha level. RESULTS: The indirect relationship between interactivity and behavioral intention though information avoidance was moderated by the mode of presentation. Under the narrative condition, interactivity (vs. non-interactivity) decreased information avoidance and increased the intention to receive HPV vaccination (B = -.23, SE = 0.10, P < 0.05). However, under data visualization condition, no significant difference was observed between the effects of interactivity and non-interactivity on intention. CONCLUSION: The findings suggest that when young females experience difficulties in manipulating or understanding HPV-related information, their information-avoidance behavior is likely to increase. Rather than use interactive statistical or graphical information, young females are more likely to be persuaded by interactive narratives.