Surfing depth on a behaviour change website: Predictors and effects on behaviour

Abstract

The primary objectives of the present study were to gain insight into website use and to predict the surfing depth on a behaviour change website and its effect on behaviour. Two hundred eight highly educated adults from the intervention condition of a randomised trial received access to a medical intervention, individual coaching (by e-mail, post, telephone or face-to-face) and a behaviour change website. Website use (e.g. surfing depth, page view duration) was registered. Online questionnaires for physical activity and fat intake were filled out at baseline and after 6 months. Hierarchical linear regression was used to predict surfing depth and its effect on behaviour. Seventy-five per cent of the participants visited the website. Fifty-one and fifty-six per cent consulted the physical activity and fat intake feedback, respectively. The median surfing depth was 2. The total duration of interventions by email predicted deeper surfing (b¼0.36; p50.001). Surfing depth did not predict changes in fat intake (b¼70.07; p¼0.45) or physical activity (b¼70.03; p¼0.72). Consulting the physical activity feedback led to more physical activity (b¼0.23; p¼0.01). The findings from the present study can be used to guide future website development and improve the information architecture of behaviour change websites.