The Engagement of Website Initial Aesthetic Impressions: An Experimental Investigation

ABSTRACT

This study investigates how website design features, web page order and visual complexity, influence users’ initial website aesthetic impressions and how such impressions subsequently enhance engagement and intention to use the website. A laboratory experiment was conducted to test the hypotheses using different levels of web page order (high vs. low), visual complexity (high vs. low), and exposure time (one-second vs. no-time-constraint). Overall, the results from structural equation modeling (SEM) analysis suggest that web page order significantly influences visual appeal, engagement, and intention. In addition, the results of multigroup SEM analysis reveal that users evaluate website design very quickly (within 1 s), and that these evaluations remain remarkably consistent over time.     

Perceptions of web knowledge and usability: When sex and experience matter

Web users are now a mixture of consumer and web designer. As such, the context within which we are socialized about the web – as both male and female users – moderates the relationship between what we think we know about it and its usability to complete tasks. With online survey data from 2077 web users, we empirically examine the relationship between user perceptions of web knowledge (our confidence in what we think we know) and user beliefs about usability of the web (how easy and useful we believe it to be). We include a user’s sex and their website design experience as important moderators on this relationship. Results show a positive relationship between perceived web knowledge and web usability, and under the context of website design experience, more value is placed on the utility of the web, rather than on its ease of use. This moderation effect is stronger for female than it is for male web users. In summary, users with more confidence in their knowledge are more oriented towards the utility of the web than how easy it is to harvest that utility. Our work contributes to an understanding of the influence of the usage context within which the knowledge and beliefs of male and female users are socialized about web technology.     

Do we trust the crowd or information system? Effects of personalization and bandwagon cues on users' attitudes and behavioral intentions toward a restaurant recommendation website

Visual interface cues on many websites can influence Internet users' psychology, especially their perceptions about the site as well as its content (Sundar, 2008). Specifically, presence of commonly used interface cues (e.g., personalization, bandwagon cues) can substantially influence users' attitudes and their behavioral intentions toward websites and their content. This study examined the effect of personalization feature and bandwagon cues (i.e., star ratings, reviews) in a restaurant recommendation website, measuring (a) to what extent users positively perceive and plan on revisiting or sharing the site, and (b) to what degree users favored the recommended restaurant and plan to visit them. A 2 (personalization feature: present vs. absent) × 2 (bandwagon cues: high vs. low) between-subjects experiment showed that personalization feature and bandwagon cues increased positive perceptions and their behavioral intentions toward both the website and the recommended restaurant. Moreover, results revealed that users' perceived relevance as well as perceived novelty mediated the effects of interface cues on their attitudinal and behavioral consequences. Further, the impact of the interface cues on user psychology significantly differed as a function of the other cues. Theoretical and practical implications for future research on the effect of interface cues on user psychology are discussed.     

Analysing the visual complexity of web pages using document structure

The perception of the visual complexity of World Wide Web (Web) pages is a topic of significant interest. Previous work has examined the relationship between complexity and various aspects of presentation, including font styles, colours and images, but automatically quantifying this dimension of a web page at the level of the document remains a challenge. In this paper we demonstrate that areas of high complexity can be identified by detecting areas, or ‘chunks’, of a web page high in block-level elements. We report a computational algorithm that captures this metric and places web pages in a sequence that shows an 86% correlation with the sequences generated through user judgements of complexity. The work shows that structural aspects of a web page influence how complex a user perceives it to be, and presents a straightforward means of determining complexity through examining the DOM.     

How website socialness leads to website use

Website designers are beginning to incorporate social cues, such as helpfulness and familiarity, into e-commerce sites to facilitate the exchange relationship. Website socialness elicits a social response from users of the site and this response produces enjoyment. Users patronize websites that are exciting, entertaining and stimulating. The purpose of our study is to explore the effects of website socialness perceptions on the formation of users’ beliefs, attitudes and subsequent behavioral intentions. We manipulate website socialness perceptions across two different online shopping contexts, one for functional products and the other for pleasure-oriented products, and draw from the responses of 300 Internet users. Our findings show that website socialness perceptions lead to enjoyment, have a strong influence on user intentions and these effects are invariant across shopping contexts.     

Explorations of perceived qualities of on-body interactive products

Users' perceptions of new forms of products depend on various product qualities. As technology becomes increasingly mobile, carrying technology products on body is becoming more commonplace. As a result, these types of products hold different meanings and intentions for users than off-body products, which may lead to new interpretations. This paper investigates the relationship between the visual qualities of on-body interactive products and users' perceptions of those products. A brief literature review explores how technological developments have led to new modes of transporting products. This paper also examines the relative importance of changes in perceived qualities, technology acceptance and response to product appearance. Through user interviews, the authors explored the perceived qualities of conceptual designs for wearable phones, the meanings attached to these qualities and their relative importance. They present the results and follow with a discussion of the dimensions of product qualities and related characteristics that emerged.

Practitioner summary: This study, investigating the perceived qualities of on-body interactive products and applying the repertory grid technique, determines what will lead users to avoid or approach these new technologies. It also presents a preliminary framework to help designers understand the perceived qualities of these products.     

The effect of web advertising visual design on online purchase intention: An examination across gender

With web advertising growing to be a huge industry, it is important to understand the effectiveness of web advertisement. In this study we investigate the effects of web advertising visual design (WAVD) purchasing intention within the framework of an integrated model. Nine hypotheses were developed and tested on a dataset of 316 observations collected via a questionnaire survey. The results of structural equation modeling (SEM) indicate that while web advertising visual cues influence consumers' purchasing intention through advertising attitudes and brand attitudes, they do not have direct effects on purchasing intention. Further results on the moderating role of gender suggest that web advertising visual cues have direct effect on consumers' purchasing intention for male groups but not for female groups. This study contributes to the understanding the role of visual dimensions in forming online purchase intentions.     

基于用户体验的标签云可视化布局研究

标签云作为一种可视化导航接口在网络上愈加流行,云中标签可视化属性可以对用户浏览产生一定的导向作用,从而把用户的关注点吸引到特定字段或区域。但是目前,研究人员对标签云属性的导向作用知之甚少。文章围绕不同的标签云可视化布局对用户浏览的影响程度进行研究,通过标签有无背景颜色、标签密集程度、用户对标签的熟悉程度、标签背景颜色亮暗等实验,分析不同的可视化属性对用户的影响程度。在今后的标签云设计中可以根据不同人群有针对性地改变权重高的特性,使用户在标签云交互中具有导向性和高效、完美的体验效果。     

Facets of Website Content

Content is of primary importance in the World Wide Web. In particular, subjective perceptions of content are known to influence a variety of user evaluations, thereby altering attitudes and behavioral outcomes. Thus, it is essential that individually experienced facets of content can be adequately assessed. In a series of seven studies, we create, validate, and benchmark a measure for users’ subjective view on web content. In the first six studies, a total of 3106 participants evaluated a sum of 60 websites. The resulting Web-CLIC questionnaire is a 12-item measure based on prior research on web content. It encloses four main facets of users’ content experience: clarity, likeability, informativeness, and credibility – jointly representing a general factor subjective content perception. Very high internal consistencies and high short- to medium-term retest reliabilities are demonstrated. Strong evidence for construct validity in terms of factorial, convergent, divergent, discriminative, concurrent, experimental, and predictive validity is found. In a seventh study, encompassing 7379 ratings on 120 websites, benchmarks for 10 different content domains and optimal cut points are provided. Overall, the present research suggests that the Web-CLIC is a sound measure of subjective content perception of both practical and theoretical benefit.     

Can avatar and self-referencing really increase the effects of online 2-D and 3-D advertising?

Previous studies have sought insights into how websites can effectively draw sustained attention from internet users. Do different types of information presentations on webpages have different influences on users’ perceptions of the information? More precisely, can combinations of an ever greater number of advertising elements on individual websites increase consumers’ purchase intentions? The aim of this study is to explore changes in web advertising’s verbal and visual stimulation of surfers’ cognitive process, and to provide valuable information for the successful matching of advertising elements to one another. We examine optimal website design according to the personality-trait theory and resource-matching theory. Study 1 addresses the effects that combinations of various types of online advertising can have on web design factor, and to this end, we use a 2 (visual complexity: 3D advertising with an avatar, 2D advertising) × 2 (verbal complexity: with or without self-referencing that is an advertising practice to express product claims in words) factorial design. Study 2 treats personality traits (i.e., need-for-cognition and sensation seeking) as moderating variables to build the optimal portfolio regarding the “online-advertising effects” hypothesis. Our results suggest that subjects prefer medium-complex advertising comprising “3D advertising elements with an avatar” or “2D advertising elements with self-referencing”: high-sensation seekers and low-need-for-cognition viewers prefer the former, whereas low-sensation seekers and high-need-for-cognition viewers prefer the latter.     

Internal and External Visual Cue Preferences for Visualizations in Presentations

Presenters, such as analysts briefing to an executive committee, often use visualizations to convey information. In these cases, providing clear visual guidance is important to communicate key concepts without confusion. This paper explores visual cues that guide attention to a particular area of a visualization. We developed a visual cue taxonomy distinguishing internal from external cues, designed a web tool based on the taxonomy, and conducted a user study with 24 participants to understand user preferences in choosing visual cues. Participants perceived internal cues (e.g., transparency, brightness, and magnification) as the most useful visual cues and often combined them with other internal or external cues to emphasize areas of focus for their audience. Interviews also revealed that the choice of visual cues depends on not only the chart type, but also the presentation setting, the audience, and the function cues are serving. Considering the complexity of choosing visual cues, we provide design implications for improving the organization, consistency, and integration of visual cues within existing workflows.     

Evaluating the consistency of immediate aesthetic perceptions of web pages

Two experiments were designed to replicate and extend [Lindgaard et al.'s, 2006. Attention web designers: you have 50 ms to make a good first impression! Behaviour and Information Technology 25(2), 115–126] findings that users can form immediate aesthetic impression of web pages, and that these impressions are highly stable. Using explicit (subjective evaluations) and implicit (response latency) measures, the experiments demonstrated that, averaged over users, immediate aesthetic impressions of web pages are remarkably consistent. In Experiment 1, 40 participants evaluated 50 web pages in two phases. The average attractiveness ratings of web pages after a very short exposure of 500 ms were highly correlated with average attractiveness ratings after an exposure of 10 s. Extreme attractiveness evaluations (both positive and negative) were faster than moderate evaluations, landing convergent evidence to the hypothesis of immediate impression. The findings also suggest considerable individual differences in evaluations and in the consistency of those evaluations. In Experiment 2, 24 of the 50 web pages from Experiment 1 were evaluated again for their attractiveness after 500 ms exposure. Subsequently, users evaluated the design of the web pages on the dimensions of classical and expressive aesthetics. The results showed high correlation between attractiveness ratings from Experiments 1 and 2. In addition, it appears that low attractiveness is associated mainly with very low ratings of expressive aesthetics. Overall, the results provide direct evidence in support of the premise that aesthetic impressions of web pages are formed quickly. Indirectly, these results also suggest that visual aesthetics plays an important role in users’ evaluations of the IT artifact and in their attitudes toward interactive systems.     

Measuring task-specific perceptions of the world wide web

This paper describes the development of multi-item scales for measuring user perceptions of the ease-of-use and usefulness of the Web (hereafter web), incorporating a system task focus into the scales dimensional structure (e.g. how easy or useful the web is for information search, communication and or purchasing). The items are tested on 2077 web users recruited using a web survey, revealing four factors for each scale. Perceived ease-of-web use consists of learning, search and find, transaction and communication ease, and perceived web usefulness consists of communication, purchase, information search and acquisition, and access to quality products and information. A regression analysis on web usage frequency shows how easy users find it to learn how to use the web and how useful the web is for purchasing are the best predictors of how frequently they will use the web. These results highlight the importance of training users how to effectively use hypermedia-based systems like the web, and the design of systems that are easy to navigate and that provide advanced functionality for transactional activity.     

User value design for cloud courseware system

A cloud learning environment enables an enriched learning experience compared to conventional methods of learning. Employing a value-sensitive approach, we undertook theoretical and empirical analyses to explore the values that influence potential users’ adoption of cloud courseware, by integrating cognitive motivations and user values as primary determining factors. We found that users’ intentions and behaviours are largely influenced by their perceptions of what is valuable about the cloud courseware in terms of sociability, learnability, and usability. These evaluations were found to be significant antecedents of cloud-computing intentions. This study makes a contribution to theory development as our model extends existing technology acceptance models and can be used to design user interfaces and promote the acceptance of cloud computing. For practical applications, the study findings can be used by industries promoting cloud services to increase user acceptance by addressing user values and incorporating them into cloud-computing design.     

用户体验设计——网页界面设计的重中之重

国内目前的网页设计,大多以视觉效果作为网页界面设计的首要考量,因而容易忽视网页设计的可用性。而网页界面设计,不仅应当给使用者带来视觉上的愉悦,更应当很好地帮助用户浏览网页内容,引导用户操作以完成网页服务。转变设计师以视觉效果为首要考量的固有设计习惯,将用户体验作为设计的重点,才是设计出具有良好互动性的网页的开端。     

Measuring task-specific perceptions of the world wide web

This paper describes the development of multi-item scales for measuring user perceptions of the ease-of-use and usefulness of the Web (hereafter web), incorporating a system task focus into the scales dimensional structure (e.g. how easy or useful the web is for information search, communication and or purchasing). The items are tested on 2077 web users recruited using a web survey, revealing four factors for each scale. Perceived ease-of-web use consists of learning, search and find, transaction and communication ease, and perceived web usefulness consists of communication, purchase, information search and acquisition, and access to quality products and information. A regression analysis on web usage frequency shows how easy users find it to learn how to use the web and how useful the web is for purchasing are the best predictors of how frequently they will use the web. These results highlight the importance of training users how to effectively use hypermedia-based systems like the web, and the design of systems that are easy to navigate and that provide advanced functionality for transactional activity.     

Understanding active and passive users: the effects of an active user using normal, hard and unreliable technologies on user assessment of trust in technology and co-user

The aim of this study was to understand how passive users perceive the trustworthiness of active users and technologies under varying technological conditions. An experimental study was designed to vary the functioning of technologies that active users interacted with, while passive users observed these interactions. Active and passive user ratings of technology and partner were collected. Exploratory data analysis suggests that passive users developed perceptions of technologies based on the functioning of the technology and how the active user interacted with the technology. Findings from this research have implications for the design of technologies in environments where active and passive users interact with technologies in different ways. Future work in this area should explore interventions that lead to enhanced affective engagement and trust calibration.     

The effects of design,size, and uniqueness of smartwatches: perspectives from current versus potential users

ABSTRACT

This study proposes design, uniqueness, and screen size as the key components of aesthetic appeal and investigates their role in influencing the use behaviour of current smartwatch users and purchase intentions of potential users. Hypotheses were tested using SmartPLS to analyze data collected from 377 current smartwatch users and 361 potential users. Design aesthetics was found to be the most important factor influencing the behavioural intentions of both user groups. Screen size and uniqueness had significant effects on current users’ use behaviour and potential users’ purchase intentions, respectively. Gender moderated the effect of design on the use behaviour of current smartwatch users, such that female users’ behaviour was more likely to be influenced than male users. A subsequent analysis on the moderating effect of brand revealed that the design aesthetics of smartwatches mattered more for Apple than Samsung in terms of promoting use behaviour.     

Firm actions,user engagement,and firm performance: A mediated model with evidences from internet service firms

As firms’ essential stakeholder, users can be evoked by the information from firms’ action. Users interpret relevant cues from the information and respond to it through engagement behavior such as online word of mouth through social media. Drawing on the information processing theory, this study develops a model of how user engagement behavior mediates the relationship between a firm’s actions and performance. The theoretical model is tested in two empirical studies. One uses actions of six representative Internet service firms and their users’ online word-of-mouth behavior over a 50-month period. The second is a two-stage controlled laboratory experiment designed to establish causal linkages between firm actions and user engagement. The study provides support for its hypotheses and offers several key findings. First, the firm’s actions influence user engagement behavior. Specifically, when a firm launches a larger number of actions, users are engaged in a higher volume of activities and deeper activities. When a firm employs actions that are simpler and easier to understand, users are engaged in deeper activities but not necessarily a larger volume of activities. Second, user engagement is a missing link between a firm’s actions and performance. Specifically, engagement depth positively mediates the effects of both action volume and action simplicity on performance. By contrast, engagement breadth positively mediates the effect of action volume but not the effect of action simplicity on performance. Collectively, the study contributes to a clearer understanding of the role of users in firms’ actions and provides key insights regarding how firms benefit from user engagement.     

First impressions last a lifetime: effect of interface type on disorientation and cognitive load

Today, technology users are faced with a multitude of different interfaces for computer applications, web sites, vehicle navigation, and cellular phones. In most cases, training to use these technologies is minimal or none and is left up to the user to learn the use of the technology at hand. Subsequently, their initial impression, which is dependent on how successful they can achieve simple tasks during their self-directed learning process, plays an important role in their intention to adopt the technology. Many users have trouble learning and remembering information presented on the screen. Disorientation and cognitive loading are two primary cognitive conditions that may be used to learn more about human behavior while using different type of interfaces. This paper presents the results of an experiment on computer user’s behavior while using one of two types of software interfaces: a menu-driven and an icon-based interfaces. Disorientation and cognitive loading theories are used to explain observations. A research model based on the technology acceptance model is used. Results show a strong relationship between performance and perceptions. The mediating effects on the different interfaces on perceptions are evident and significant considering that perceptions have been shown to predict computer user’s attitudes towards their intentions to use a technology. The experiment demonstrated the need to consider standard consistent interfaces when training is not provided.