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This study examined the persuasive effectiveness of modality interactivity features on an anti-smoking website. A single-factor experiment (screenshot vs. interactive condition) with 272 college students was conducted to examine the mechanism by which modality interactivity enhances users’ attitudes toward antismoking messages. The results demonstrated the positive effects of modality interactivity on perceived contingency and attitudes towards the website. In addition, participants’ self-efficacy of avoiding second-hand smoking (SHS self-efficacy) was found to serve a moderating role in perceived contingency. The positive effect of website interactivity was more pronounced for those who have a lower self-efficacy of avoiding SHS, regardless of their smoking status. Finally, perceived interactivity significantly mediated the interaction effect between SHS self-efficacy and website interactivity on behavioral intention to quit smoking among current smokers.