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 New cruise ship “Mein Schiff 1” features Fraunhofer 3D sound on board
05.09.2018 | Fraunhofer-Institut für Digitale Medientechnologie IDMT

nachricht Small enclosure, big sound, clear speech
31.08.2018 | Fraunhofer-Institut für Digitale Medientechnologie IDMT

All articles from Communications Media >>>

The most recent press releases about innovation >>>

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

Im Focus: UNH scientists help provide first-ever views of elusive energy explosion

Researchers at the University of New Hampshire have captured a difficult-to-view singular event involving "magnetic reconnection"--the process by which sparse particles and energy around Earth collide producing a quick but mighty explosion--in the Earth's magnetotail, the magnetic environment that trails behind the planet.

Magnetic reconnection has remained a bit of a mystery to scientists. They know it exists and have documented the effects that the energy explosions can...

Im Focus: A Chip with Blood Vessels

Biochips have been developed at TU Wien (Vienna), on which tissue can be produced and examined. This allows supplying the tissue with different substances in a very controlled way.

Cultivating human cells in the Petri dish is not a big challenge today. Producing artificial tissue, however, permeated by fine blood vessels, is a much more...

Im Focus: A Leap Into Quantum Technology

Faster and secure data communication: This is the goal of a new joint project involving physicists from the University of Würzburg. The German Federal Ministry of Education and Research funds the project with 14.8 million euro.

In our digital world data security and secure communication are becoming more and more important. Quantum communication is a promising approach to achieve...

Im Focus: Research icebreaker Polarstern begins the Antarctic season

What does it look like below the ice shelf of the calved massive iceberg A68?

On Saturday, 10 November 2018, the research icebreaker Polarstern will leave its homeport of Bremerhaven, bound for Cape Town, South Africa.

Im Focus: Penn engineers develop ultrathin, ultralight 'nanocardboard'

When choosing materials to make something, trade-offs need to be made between a host of properties, such as thickness, stiffness and weight. Depending on the application in question, finding just the right balance is the difference between success and failure

Now, a team of Penn Engineers has demonstrated a new material they call "nanocardboard," an ultrathin equivalent of corrugated paper cardboard. A square...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

VideoLinks
Industry & Economy
Event News

“3rd Conference on Laser Polishing – LaP 2018” Attracts International Experts and Users

09.11.2018 | Event News

On the brain’s ability to find the right direction

06.11.2018 | Event News

European Space Talks: Weltraumschrott – eine Gefahr für die Gesellschaft?

23.10.2018 | Event News

 
Latest News

Purdue cancer identity technology makes it easier to find a tumor's 'address'

16.11.2018 | Health and Medicine

Good preparation is half the digestion

16.11.2018 | Life Sciences

Microscope measures muscle weakness

16.11.2018 | Life Sciences

VideoLinks
Science & Research
Overview of more VideoLinks >>>