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Managerial Communications_Final Presentation

Introduce the research paper titled Promote physical activity among college students: Using media richness and interactivity in web design

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Managerial Communications_Final Presentation

  1. 1. Promote physical activity among college students: Using media richness and interactivity in web design Lu, Y., Kim, Y., Dou, X. Y., & Kumar, S. (2014). Computers in Human Behavior, 41, 40-50 Presenter: Jia-he Gu 2015/01/08
  2. 2. Outline 2 ▶ Introduction ▶ Theoretical frameworks ▶ Method ▶ Conclusion
  3. 3. Introduction 3 Internet for attracting college students to initiate physical activity Develop new tactics for facilitating college students’ physical activity Less time doing physical activity and more time online
  4. 4. Theoretical frameworks 4 Websites with higher media richness (3D view) lead to higher behavioral intentions than those of lower media richness (2D images). H1. Websites with higher interactivity lead to higher behavioral intentions than those of lower interactivity . H2.
  5. 5. Theoretical frameworks 5 Knowledge Attitude Trustworthiness Interactivity Media Richness Recommendation Visit Intention
  6. 6. Method 6 100 females, 99 males and six did not report their gender
  7. 7. 7 Method
  8. 8. Method Fitness center visit intention Fitness center recommendation intention 1 2 If a friend asked me about this fitness center, I would recommend them to use this fitness center. 8
  9. 9. Conclusion 9 Media richness had a significant main effect on college students’ intention to visit the fitness center. Media richness led to higher recommendation intention when interactivity level was low. Website designers for web-based health campaigns should consider using technology with high media richness. The websites enhance knowledge, attitude, and trustworthiness of the content presented by the media in order to increase behavioral intention toward health practices.
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