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 On patrol in social networks
25.01.2017 | Fraunhofer-Institut für Arbeitswirtschaft und Organisation IAO

nachricht Tile Based DASH Streaming for Virtual Reality with HEVC from Fraunhofer HHI
03.01.2017 | Fraunhofer-Institut für Nachrichtentechnik Heinrich-Hertz-Institut

All articles from Communications Media >>>

The most recent press releases about innovation >>>

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

Im Focus: Giant Magnetic Fields in the Universe

Astronomers from Bonn and Tautenburg in Thuringia (Germany) used the 100-m radio telescope at Effelsberg to observe several galaxy clusters. At the edges of these large accumulations of dark matter, stellar systems (galaxies), hot gas, and charged particles, they found magnetic fields that are exceptionally ordered over distances of many million light years. This makes them the most extended magnetic fields in the universe known so far.

The results will be published on March 22 in the journal „Astronomy & Astrophysics“.

Galaxy clusters are the largest gravitationally bound structures in the universe. With a typical extent of about 10 million light years, i.e. 100 times the...

Im Focus: Tracing down linear ubiquitination

Researchers at the Goethe University Frankfurt, together with partners from the University of Tübingen in Germany and Queen Mary University as well as Francis Crick Institute from London (UK) have developed a novel technology to decipher the secret ubiquitin code.

Ubiquitin is a small protein that can be linked to other cellular proteins, thereby controlling and modulating their functions. The attachment occurs in many...

Im Focus: Perovskite edges can be tuned for optoelectronic performance

Layered 2D material improves efficiency for solar cells and LEDs

In the eternal search for next generation high-efficiency solar cells and LEDs, scientists at Los Alamos National Laboratory and their partners are creating...

Im Focus: Polymer-coated silicon nanosheets as alternative to graphene: A perfect team for nanoelectronics

Silicon nanosheets are thin, two-dimensional layers with exceptional optoelectronic properties very similar to those of graphene. Albeit, the nanosheets are less stable. Now researchers at the Technical University of Munich (TUM) have, for the first time ever, produced a composite material combining silicon nanosheets and a polymer that is both UV-resistant and easy to process. This brings the scientists a significant step closer to industrial applications like flexible displays and photosensors.

Silicon nanosheets are thin, two-dimensional layers with exceptional optoelectronic properties very similar to those of graphene. Albeit, the nanosheets are...

Im Focus: Researchers Imitate Molecular Crowding in Cells

Enzymes behave differently in a test tube compared with the molecular scrum of a living cell. Chemists from the University of Basel have now been able to simulate these confined natural conditions in artificial vesicles for the first time. As reported in the academic journal Small, the results are offering better insight into the development of nanoreactors and artificial organelles.

Enzymes behave differently in a test tube compared with the molecular scrum of a living cell. Chemists from the University of Basel have now been able to...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

International Land Use Symposium ILUS 2017: Call for Abstracts and Registration open

20.03.2017 | Event News

CONNECT 2017: International congress on connective tissue

14.03.2017 | Event News

ICTM Conference: Turbine Construction between Big Data and Additive Manufacturing

07.03.2017 | Event News

 
Latest News

Northern oceans pumped CO2 into the atmosphere

27.03.2017 | Earth Sciences

Fingerprint' technique spots frog populations at risk from pollution

27.03.2017 | Life Sciences

Big data approach to predict protein structure

27.03.2017 | Life Sciences

VideoLinks
B2B-VideoLinks
More VideoLinks >>>