Exploring Biased Systematic Processing in Organ Donation Promotion in China: Effects of Mobile Interface Features

This study investigates how mobile interface elements influence the persuasiveness of organ donation information. Using the Theory of Interactive Media Effects and Heuristic-Systematic Model, we conducted a 2 (modality interactivity: low vs. high) × 2 (data visualization: absence vs. presence) × 2 (animation: static vs. dynamic) factorial experiment (<i>N</i> = 764) in China to examine the impact of modality interactivity, data visualization, and animation on user interface assessment, perceived credibility, information processing, and behavioral outcomes. Results of PLS-SEM indicated that the three types of interface features led to users' positive interface assessment and perceived credibility, contributing to their systematic processing of the website and consequently resulting in positive outcomes. Moreover, a moderating effect of need for cognition on users' information processing was found through PLS-MGA. Our study reveals that interface features serve as heuristic cues, facilitating users' efficient systematic processing while also introducing the potential for positively biased systematic processing.