Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Information is more important than design in evaluating companies on the Internet

09.12.2008
Researchers from the University of Valladolid (UVa) have shown that the effectiveness of company web sites depends more upon their informative content than on the impact their designs may have on viewers’ emotions.

The study, which took into account the profiles of various kinds of Internet users, reveals that positive assessment of a brand increases a user’s intention to purchase it.

The research involved setting up two web sites for a fictitious travel agency. “One of them was purely information-based, while the other was more exciting, with an attractive design, since these are the two features that Internet users report valuing most highly,” Rebeca San José, co-author of the study and a researcher at the UVa told SINC.

The more than 300 volunteers taking part in the experiment were able to choose flights, cars and other tourism services from both sites, which they subsequently evaluated, indicating their level of desire to make a purchase from each. “The research uses the classic advertising model of hierarchy-of-effects,” said San José, “where the purchasing of a product is determined by two previous advertising steps: evaluation of the web site and its impact on the user’s view of the advertised brand”.

The results showed that the informative value of a web site is the prime determinant governing whether the brand is well regarded, which subsequently increases the desire to buy. However, an exciting and fun web site has less influence in forming a positive corporate image.

The other part of the study shows that different kinds of users assess brands differently, with a clear separation between those who use the Internet to access information and those who use it for entertainment purposes. The “information seeker” places more weight on the informative value of the site, with its ability to excite having almost zero importance. The informative aspect is of little importance to the “excitement seeker”, meanwhile, who views more positively those publicity campaigns that balance information with entertainment.

Recent data from the National Statistics Institute shows that almost 60% of Spanish companies have their own web site. “Nowadays, pages with flashy presentations can load very quickly thanks to the high speed of data flow”, said Rebeca San José, but “they do not make for easy navigation around the page”.

SINC Team | alfa
Further information:
http://www.plataformasinc.es

More articles from Communications Media:

nachricht Arguments, Emotions, and News distribution in social media - Leibniz-WissenschaftsCampus Tübingen
04.05.2018 | Leibniz-Institut für Wissensmedien

nachricht High Number of Science Enthusiasts in Switzerland
05.02.2018 | Universität Zürich

All articles from Communications Media >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Powerful IT security for the car of the future – research alliance develops new approaches

The more electronics steer, accelerate and brake cars, the more important it is to protect them against cyber-attacks. That is why 15 partners from industry and academia will work together over the next three years on new approaches to IT security in self-driving cars. The joint project goes by the name Security For Connected, Autonomous Cars (SecForCARs) and has funding of €7.2 million from the German Federal Ministry of Education and Research. Infineon is leading the project.

Vehicles already offer diverse communication interfaces and more and more automated functions, such as distance and lane-keeping assist systems. At the same...

Im Focus: Molecular switch will facilitate the development of pioneering electro-optical devices

A research team led by physicists at the Technical University of Munich (TUM) has developed molecular nanoswitches that can be toggled between two structurally different states using an applied voltage. They can serve as the basis for a pioneering class of devices that could replace silicon-based components with organic molecules.

The development of new electronic technologies drives the incessant reduction of functional component sizes. In the context of an international collaborative...

Im Focus: LZH showcases laser material processing of tomorrow at the LASYS 2018

At the LASYS 2018, from June 5th to 7th, the Laser Zentrum Hannover e.V. (LZH) will be showcasing processes for the laser material processing of tomorrow in hall 4 at stand 4E75. With blown bomb shells the LZH will present first results of a research project on civil security.

At this year's LASYS, the LZH will exhibit light-based processes such as cutting, welding, ablation and structuring as well as additive manufacturing for...

Im Focus: Self-illuminating pixels for a new display generation

There are videos on the internet that can make one marvel at technology. For example, a smartphone is casually bent around the arm or a thin-film display is rolled in all directions and with almost every diameter. From the user's point of view, this looks fantastic. From a professional point of view, however, the question arises: Is that already possible?

At Display Week 2018, scientists from the Fraunhofer Institute for Applied Polymer Research IAP will be demonstrating today’s technological possibilities and...

Im Focus: Explanation for puzzling quantum oscillations has been found

So-called quantum many-body scars allow quantum systems to stay out of equilibrium much longer, explaining experiment | Study published in Nature Physics

Recently, researchers from Harvard and MIT succeeded in trapping a record 53 atoms and individually controlling their quantum state, realizing what is called a...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

VideoLinks
Industry & Economy
Event News

In focus: Climate adapted plants

25.05.2018 | Event News

Save the date: Forum European Neuroscience – 07-11 July 2018 in Berlin, Germany

02.05.2018 | Event News

Invitation to the upcoming "Current Topics in Bioinformatics: Big Data in Genomics and Medicine"

13.04.2018 | Event News

 
Latest News

In focus: Climate adapted plants

25.05.2018 | Event News

Flow probes from the 3D printer

25.05.2018 | Machine Engineering

Less is more? Gene switch for healthy aging found

25.05.2018 | Life Sciences

VideoLinks
Science & Research
Overview of more VideoLinks >>>