The Effects of Web Site Structure: The Role of Personal Difference

Abstract

This study examined the effects of Web site structures in terms of advertising effectiveness- memory, attitude, and behavioral intentions. The primary research question for this study is, What type of Web site (Web ad) structure is most effective? In the pilot study, we tested the difference between two Web site structures, linear and interactive, in terms of traditional advertising effectiveness. Results from the pilot study did not support our research expectations. However, differences in terms of memory were noted between the two structures. After re-creating the Web site based on subjects' comments, in the final experiment, we examined the differences between the two structures and the moderating role of personality difference on the effects of Web site structure. The results confirm that participants' attitude, memory, and behavioral intentions were affected differently by the different Web site structures. However, some research hypotheses were not supported by the current data.

Exploring the relationship between information satisfaction and flow in the context of consumers’ online search

“…First of all, it is noticeable that the consumer online information satisfaction is the main determinant that terminates the related search process (Hayden, 2004). Furthermore, according to the related research, it indicates that online information satisfaction has significant effects on commitments to websites (Park & Kim, 2006), usefulness (Wixom & Todd, 2005), overall satisfaction from system (Bliemel & Hassanein, 2007), continuance intention (Limayem & Cheung, 2008), online purchase intention (Shim, Eastlick, Lotz, & Warrington, 2001;Zhou, Dai, & Zhang, 2007) and positive attitudes toward websites (Chung & Ahn, 2007;Teo & Pok, 2003). Therefore, it is evident that obtaining in-depth understanding of information satisfaction is essential.…”

Creating Online Brand Personality: The Role of Personal Difference

“…What has been found is that people easily have emotional attachment to brands, and this emotional attachment greatly influences people's purchase behavior. Recently, this brand personality has been explored on new media context (e.g., Chung & Ahn, 2007). Recent studies applied Aaker's Big Five approach (1997) to the online specific brands, such as "ebay.…”

“…al, 2006;Okazaki, 2006). Chung and Ahn (2007) directly applied Aaker's Big-Five personality to the online brands. They could not find any similarities between online brand and offline brand personality.…”

“…Once they received the log-in number, students were asked to sit at any computer. As in the previous studies (e.g., Chung & Ahn, 2007), it was important to keep the subjects' involvement level constant. To do this, we decided to maintain a high level of involvement.…”

“…To accomplish this, as in the previous study (e.g., Chung & Ahn, 2007), subjects' interactivity perception with the website was determined. A five-item scale among items, used in Chung and Ahn's study (2007) and Cho and Leckenby's study (1999), was used to measure subjects' interactivity perceptions (α = .85).…”