title: The roles of regulatory focus and medical recommendation avatars' trustworthiness in virtual environment-based e-health.
abstract: This study examined the influence of regulatory focus and medical recommendation avatars' trustworthiness in avatar-based e-health within 3D virtual environments (VEs). Drawing on Higgins's regulatory focus theory and the existing literature on self-construal, a 2 x 2 (regulatory focus: promotion vs. prevention by interdependent self-construal: low vs. high) between-participants factorial design experiment tested the moderating role of health consumers' interdependent self-construal in determining the effects of regulatory focus in VE-based e-health. Results showed an interaction effect of regulatory focus and interdependent self-construal such that VE users with a dominant interdependent self-construal indicated greater issue familiarity and involvement when exposed to a prevention-focused e-health intervention than when exposed to a promotion-focused e-health intervention, whereas the effects of regulatory focus on issue familiarity and involvement among users low in interdependent self-construal demonstrated the opposite pattern. A path analysis further revealed that VE users' evaluation of a medical recommendation avatar's trustworthiness mediated the effects regulatory focus had on their perceived informational and educational values of the health messages. Theoretical contributions and practical implications for VE-based e-health applications are discussed.
authors: Department of Communication, Boston College, 140 Commonwealth Ave., Chestnut Hill, MA 02467, USA. seunga.jin.1@bc.edu
authors: Seung-A Annie
authors: SA
authors: Jin
mesh_terms: D003198:Computer Simulation; D015438:Health Behavior; D006266:Health Education / Q000379:methods; D007722:Health Knowledge, Attitudes, Practice; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D011369:Professional-Patient Relations; D012649:Self Concept; D017216:Telemedicine / Q000295:instrumentation / Q000379:methods*; D035502:Trust; D014584:User-Computer Interface