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Title:
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AN INVESTIGATION OF VISUAL APPEAL AND TRUST IN WEBSITES |
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Author(s):
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Marian McDonnell, Alex Lee |
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ISBN:
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978-989-8533-52-4 |
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Editors:
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Katherine Blashki and Yingcai Xiao |
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Year:
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2016 |
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Edition:
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Single |
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Keywords:
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Visual Appeal, Trustworthiness, Website First Impressions, Precognitive Response, Website Genre |
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Type:
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Full Paper |
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First Page:
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53 |
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Last Page:
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60 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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As businesses of all types increasingly rely on webpages as their first point of contact with customers, the importance of users first impressions of websites continues to grow. The current study aimed to examine factors which influence users early impressions of websites, and therefore the probability that they will engage in custom with a business. The study focused on the factors of Visual Appeal and Trustworthiness. Sixteen participants took part in the rating of website visual appeal. A further 71 participants took part in the rating of website trustworthiness under two conditions, short exposure and long exposure. There was a significant relationship between visual appeal and both trustworthiness ratings. Visual appeal accounted for 56% of the variation in trustworthiness rating in the long exposure condition. Trustworthiness in the short exposure condition accounted for a further 11% of variation in trustworthiness rating in the long condition. Based on these results, it was concluded that user evaluation of website trustworthiness has begun after just 200ms of viewing time, and is heavily influenced by the visual appeal of a website. |
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