Effects of Applying Multimedia and Dialogue Box to Web Survey Design

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Hsiang Chen


Web surveys are performed in a less controlled Internet environment in which survey quality is deteriorated due to unfriendly survey designs causing respondents’ unpleasant mental conditions. Therefore, this paper suggests two new elements, Multimedia (MM) and Dialogue Box (DB), for designing web surveys. MM can deliver messages to respondents more effectively and DB can enrich text-only survey format. This research focuses on investigating how MM and DB influence respondents’ Response Burden (RB), Content Perception (CP) and Involvement (IN). Low RB and High IN can increase user participation willingness while high CP can increase the validity of user answers. A cross-sectional study was conducted with 280 college students. Using ANOVA and T-test, the results show MM enhances CP, improves IN, and lowers RB; while DB only lowers RB.

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