Effects of information usefulness, visual attractiveness, and usability on web visitors' trust and behavioral intentions

Myrthe Swaak*, Menno De Jong, Peter De Vries

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review

11 Citations (Scopus)

Abstract

To explore the effects of information usefulness, visual attractiveness and (actual and perceived) usability, an experiment was conducted in which 40 customers visited the website of a Dutch Internet hosting company. Half of the participants were given search tasks (condition 1), the other half were allowed to explore the website without such a task (condition 2). The participants had to think aloud in both conditions. Afterwards, they judged the website's visual attractiveness, the usefulness of its content, and its usability, as well as answered questions about their trust in the company and their behavioral intentions. The results underline the importance of an effective web presence for organizations: 27% of the variance in the participants' trust in the company was explained by the website characteristics included in this study; on top of the participants' trust in the company, the website characteristics explained another 15% of the variance in participants' intentions regarding the company. Of the website characteristics included, both usability and visual attractiveness had a significant relationship with the participants' trust in the company.

Original languageEnglish
Title of host publication2009 IEEE International Professional Communication Conference, IPCC 2009
DOIs
Publication statusPublished - 18 Nov 2009
EventIEEE International Professional Communication Conference, IPCC 2009 - Honolulu, United States
Duration: 19 Jul 200922 Jul 2009

Conference

ConferenceIEEE International Professional Communication Conference, IPCC 2009
Abbreviated titleIPCC
CountryUnited States
CityHonolulu
Period19/07/0922/07/09

Keywords

  • Trust
  • Usability
  • Website evaluation

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