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 The plastic brain: Better connectivity of brain regions with training
02.07.2018 | Leibniz-Institut für Wissensmedien

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

All articles from Communications Media >>>

The most recent press releases about innovation >>>

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

Im Focus: First evidence on the source of extragalactic particles

For the first time ever, scientists have determined the cosmic origin of highest-energy neutrinos. A research group led by IceCube scientist Elisa Resconi, spokesperson of the Collaborative Research Center SFB1258 at the Technical University of Munich (TUM), provides an important piece of evidence that the particles detected by the IceCube neutrino telescope at the South Pole originate from a galaxy four billion light-years away from Earth.

To rule out other origins with certainty, the team led by neutrino physicist Elisa Resconi from the Technical University of Munich and multi-wavelength...

Im Focus: Magnetic vortices: Two independent magnetic skyrmion phases discovered in a single material

For the first time a team of researchers have discovered two different phases of magnetic skyrmions in a single material. Physicists of the Technical Universities of Munich and Dresden and the University of Cologne can now better study and understand the properties of these magnetic structures, which are important for both basic research and applications.

Whirlpools are an everyday experience in a bath tub: When the water is drained a circular vortex is formed. Typically, such whirls are rather stable. Similar...

Im Focus: Breaking the bond: To take part or not?

Physicists working with Roland Wester at the University of Innsbruck have investigated if and how chemical reactions can be influenced by targeted vibrational excitation of the reactants. They were able to demonstrate that excitation with a laser beam does not affect the efficiency of a chemical exchange reaction and that the excited molecular group acts only as a spectator in the reaction.

A frequently used reaction in organic chemistry is nucleophilic substitution. It plays, for example, an important role in in the synthesis of new chemical...

Im Focus: New 2D Spectroscopy Methods

Optical spectroscopy allows investigating the energy structure and dynamic properties of complex quantum systems. Researchers from the University of Würzburg present two new approaches of coherent two-dimensional spectroscopy.

"Put an excitation into the system and observe how it evolves." According to physicist Professor Tobias Brixner, this is the credo of optical spectroscopy....

Im Focus: Chemical reactions in the light of ultrashort X-ray pulses from free-electron lasers

Ultra-short, high-intensity X-ray flashes open the door to the foundations of chemical reactions. Free-electron lasers generate these kinds of pulses, but there is a catch: the pulses vary in duration and energy. An international research team has now presented a solution: Using a ring of 16 detectors and a circularly polarized laser beam, they can determine both factors with attosecond accuracy.

Free-electron lasers (FELs) generate extremely short and intense X-ray flashes. Researchers can use these flashes to resolve structures with diameters on the...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

VideoLinks
Industry & Economy
Event News

Leading experts in Diabetes, Metabolism and Biomedical Engineering discuss Precision Medicine

13.07.2018 | Event News

Conference on Laser Polishing – LaP: Fine Tuning for Surfaces

12.07.2018 | Event News

11th European Wood-based Panel Symposium 2018: Meeting point for the wood-based materials industry

03.07.2018 | Event News

 
Latest News

Subaru Telescope helps pinpoint origin of ultra-high energy neutrino

16.07.2018 | Physics and Astronomy

Barium ruthenate: A high-yield, easy-to-handle perovskite catalyst for the oxidation of sulfides

16.07.2018 | Life Sciences

New research calculates capacity of North American forests to sequester carbon

16.07.2018 | Earth Sciences

VideoLinks
Science & Research
Overview of more VideoLinks >>>