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Optimizing Weblinks Used in Digital Vaccination Invitations to Raise Trust and Booking Intention: Online Experiment 2
Sponsor: University of Essex
Summary
This study investigates how the design of web links in digital vaccination invitation emails affects recipient trust and their willingness to book an appointment. Researchers compare three different weblink formats: a control third-party link previously used by the NHS ("accurx"), and two experimental weblinks in which the original link is hidden: a shortened "bit.ly" link, and a text-embedded hyperlink. The study primarily tests whether the two experimental weblinks will be perceived as more trustworthy and increase booking intention compared to the control weblink. Furthermore, the study examines whether the experimental weblinks is perceived to be more fluent (easier to read) and improves participants' ability to correctly identify the organisation (e.g., the NHS or a US pharmacy) that sent the hypothetical email. To test these effects, investigators will gather data from 600 participants from the United Kingdom and 600 from the United States. They will be randomly assigned to view one of the three hypothetical email versions. UK participants will see emails appearing to be from the NHS, while US participants will see emails from a fictitious pharmacy (Pharma-US). This research aims to provide evidence on how to design more effective and trustworthy digital health communications.
Key Details
Gender
All
Age Range
18 Years - Any
Study Type
INTERVENTIONAL
Enrollment
1203
Start Date
2022-01-13
Completion Date
2022-01-23
Last Updated
2026-04-16
Healthy Volunteers
Yes
Conditions
Interventions
Improved trust and engagement
The intervention involved presenting a hypothetical invitation to a COVID-19 booster vaccination via email. Participants were randomly allocated to view one of three versions of the invitation to evaluate how the specific design of the embedded weblink influences recipient trust and booking behaviour. To ensure local relevance, the email stimulus was adapted based on the participant's country of residence: participants in the United Kingdom saw invitations that appeared to be from the NHS, while those in the United States saw invitations that appeared to be from a fictitious pharmacy, Pharma-US. Following the intervention, participants evaluated the email's trustworthiness, the link's fluency, and their own intention to book a vaccine appointment.
Locations (1)
University of Essex
Colchester, Essex, United Kingdom