| Author: | Chung, Chun Ming |
| Title: | An experimental study on the determinants of homepage impression within ten seconds |
| Advisors: | Cho, Vincent (MM) |
| Degree: | D.B.A. |
| Year: | 2018 |
| Subject: | Hong Kong Polytechnic University -- Dissertations Web sites -- Design -- Psychological aspects Business enterprises -- Computer networks User interfaces (Computer systems) -- Psychological aspects |
| Department: | Faculty of Business |
| Pages: | vii, 131 pages : color illustrations |
| Language: | English |
| Abstract: | Homepage impression, as an exposure effect within 10s (Tractinsky et al., 2006), can be considered a sufficient condition for attitude enhancement (Zajonc, 1968). A homepage is generally regarded as the front door of a website. Hence, homepage impression of a homepage plays an important role in attracting users or driving them away. This research study concentrates on salient factors in homepage design that can enhance users' homepage impression. First, existing concepts including timelines of impression, exposure effect, affective and cognitive processes, as well as, theories including Social Presence Theory, Berlyne's Aesthetic Theory, Reversal Theory, M-R Model and empirical findings from human-computer studies, information system, electronic commerce and other literature on psychology are carefully reviewed. Second, a research model is developed to explain the relationship among aesthetic factors, design features, emotional determinants and induced homepage impression. Six experimental homepages with manipulations on increasing levels of salient factors were generated to test the research model and its underlying hypotheses. My final findings suggest that homepage impression is evoked by perceived attractiveness, orderliness and social presence, and confirm that a well-designed homepage can create a positive impression within 10s to attract users. This is a pioneer study to develop a holistic theoretical framework with dominant factors to measure users' homepage impression, and could possibly serve as a design guide for homepage development and future research on homepage impression. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 991022163354503411.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 2.04 MB | Adobe PDF | View/Open |
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