Successful online public relations message conveyance
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The purpose of this study was to propose the user control model as one of the most effective methods to successfully convey public relations messages in a web-based environment. The user control model suggests systematic application methods as a way of increasing interactivity. User control was defined by three elements, participation, flexibility, and personalization. Three websites were designed with high, medium, and low user control levels, and 183 participants were assigned one of three websites to explore. The results of an ANOVA and MANOVA revealed that a website with high levels of user control succeeded in creating a positive evaluation of the website and the organization. However, the analysis also revealed that levels of high user control failed to change people’s behaviors, such as supporting the organization’s mission and donating money. The findings suggest that user control is an essential web communication factor for creating a pleasant web experience, improved comprehension, and a positive attitude toward the organization.