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What do young adults expect when they go online? Lessons for development of an STD/HIV and pregnancy prevention web site.
J Med Syst 2007;14: 192-195.
Bull SS, Phibbs S, Watson S, McFarlane M.
Abstract
We used participatory research to develop a theoretically based online STD/HIV
and pregnancy prevention intervention that would be entertaining and captivating
for 15-25 year olds while delivering key messages about condom use. We conducted
six focus groups with 15-25 year olds attending reproductive health clinics
and completed a content analysis with focus group data. Youth had expectations
that websites contain features such as graphics and flash technology. They
would participate in research online if their confidentiality was assured
and if they could receive an instant incentive. Limited access to high-end
bandwidth capability requires use of compressed graphics and music to reach
diverse audiences. Youth suggested approaches to frame role-model delivered
messages about HIV/STD and pregnancy risk, condom attitudes, norms and self-efficacy
for negotiation. These data allowed for development of a dynamic, interactive
and relatively low bandwidth site that retains fidelity to key theoretical
constructs in STD/HIV and pregnancy prevention.