The Effect of Information Design on Cognitive Processing of Website Navigation |
| |
| Authors: | Tsung‐Ling Hsieh Hsin‐Hsin Lo Hsiu‐Hua Hu Cheng‐Chang Chang |
| |
| Affiliation: | 1. Department of Industrial Management, National Taiwan University of Science and Technology, Taipei, Taiwan;2. Department of Business Administration, Chien Hsin University of Science and Technology, Chung‐Li, Taiwan;3. Department of International Business, Ming Chuan University, Taipei, Taiwan;4. Department of Industrial and Systems Engineering, Chung‐Yuan Christian University, Chung‐Li, Taiwan |
| |
| Abstract: | The information displayed on a website is a critical factor that affects the cognition of internet users. This study adopted a between‐subjects design to examine the effect of the information design of a website and the involvement of internet users on purchasing cognition. The results indicated significant differences between high‐ and low‐quality diagnostic information on the purchasing cognition of subjects. The subjects had better purchasing cognition when navigating a high‐quality diagnostic information website than when navigating a low‐quality diagnostic information website. In addition, there was a significant interactive effect of different qualities of nondiagnostic information and subject involvement on purchasing cognition. Namely, the subjects who had low involvement had better purchasing cognition when navigating a website with high‐quality nondiagnostic information than when browsing one with low‐quality nondiagnostic information, but there was no significant difference between navigating websites with high‐ and low‐quality nondiagnostic information if the subjects had high involvement. |
| |
| Keywords: | Information design Involvement Purchasing cognition Website Navigation |
|
|
