Beauty is more than screen deep: Improving the web survey respondent experience through socially-present and aesthetically-pleasing user interfaces |
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Affiliation: | 1. Department of Health Outcomes and Behavior, Moffitt Cancer Center, Tampa, Florida;2. Department of Biostatistics and Bioinformatics, Moffitt Cancer Center, Tampa, Florida;3. School of Aging Studies, University of South Florida, Tampa, Florida;4. Division of Hematology/Oncology, Department of Medicine, University of North Carolina, Chapel Hill, North Carolina;5. Departments of Psychiatry and Medicine, Medical College of Wisconsin, Milwaukee, Wisconsin;6. Blood and Marrow Transplant Program, Cleveland Clinic, Cleveland, Ohio;7. Clinical Research Division, Fred Hutchison Cancer Research Center, Seattle, Washington;1. Chemical Engineering Dept., Carnegie Mellon University, Pittsburgh, PA 15213;2. State Key Laboratory of Industrial Control Technology, Dept. of Control Science and Engineering, Zhejiang University, Hangzhou, Zhejiang 310027, P.R. China |
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Abstract: | Web surveys are rapidly becoming standard issue in many researchers’ toolkits; however, measurement error has been shown to affect web surveys to a greater extent than paper-and-pencil surveys (Couper, 2000, Manfreda and Vehovar, 2002). Principles of aesthetic design and social presence have been applied to web surveys to reduce the prevalence of such error with promising results, which were further investigated in this research. A sample of 181 first-year psychology undergraduate students participated in this study. Participants were randomly allocated to view one of eight web survey interfaces, which varied by aesthetic quality and social presence. Exploratory structural equation modeling using the partial least squares method revealed that classical aesthetic quality and social presence were both positively related to perceived ease of use of the web survey interface and positive state affect; social presence and perceived ease of use were positively related to trust in the web survey researcher; classical aesthetic quality was negatively related to negative state affect; and, expressive aesthetic quality was negatively related to perceived ease of use and positively related to positive state affect. Interestingly, expressive aesthetic quality was also positively related to negative state affect. These relationships between aesthetic quality and social presence should inform best practice web survey design recommendations, and future empirical work should extend and test the generalizability of these findings. |
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Keywords: | Web surveys Perceived ease of use Aesthetics Trust Human–computer interaction |
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