The Shifting Range of Optimal Web Site Complexity

Mai, Robert; Hoffmann, Stefan; Schwarz, Uta; Niemand, Thomas; Seidel, Jana

doi:10.1016/j.intmar.2013.10.001

Cited by 43 publications

(38 citation statements)

References 48 publications

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“…Since, though, text is often necessary to explain a website's services, products, or purpose, textual information could be grouped into chunks, whilst ensuring consistent font style across segments to avoid complexity. Finally, our findings show that complexity is a multidimensional perceptual phenomenon, further highlighting the caution in measurements of general website complexity [24]. By deepening our knowledge on the dimensions of complexity and their effects on aesthetics, web-design can strive to maximize the positive interaction between webpage and user.…”

Section: Discussionmentioning

confidence: 72%

“…That complexity influences perception has been documented in a variety of studies [4,8,18]. Recently, complexity has invited ample study in website perception specifically [13,15,24,25,39,41,42]. Complexity has been shown to influence aspects such as effectiveness [13], preference, and ease of navigation of websites [24].…”

Section: Introductionmentioning

confidence: 99%

“…Recently, complexity has invited ample study in website perception specifically [13,15,24,25,39,41,42]. Complexity has been shown to influence aspects such as effectiveness [13], preference, and ease of navigation of websites [24]. Visual complexity is an essential aspect of website design, as the degree to which a website is complex impacts its usability [36], which in turn may affect customer satisfaction [2] and credibility [20].…”

Section: Introductionmentioning

confidence: 99%

“…As such, an awareness of the importance of aesthetics can be seen increasingly throughout the HCI research. Some studies report an inverted u-curve relationship between complexity and aesthetics [13,24,41]. A study by Geissler, Zinkhan, and Watson [13] manipulated homepage screens, links, and graphics, and found that preference was greatest for websites falling within a moderate level of complexity.…”

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

Complexity and aesthetic pleasure in websites: an eye tracking study

Chassy¹,

Fitzpatrick²,

J³

et al. 2017

JoIS

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The internet is an ever-expanding medium of communication; capable of connecting users with masses of information and countless services. In such a popular and competitive market, it is imperative that websites are both practical and pleasant to navigate. Using an eye-tracker, we obtained objective measurements of complexity with subjective ratings of complexity and aesthetics, to explore judgments arising from the perception of university homepages. As expected, high levels of perceived complexity resulted in low aesthetic ratings. Interestingly, fixation count correlated negatively with complexity and positively with aesthetics; a novel finding. We argue that high complexity and negative aesthetic appraisals are a result of cognitive overload due to the limited capacity of working memory. We suggest ways in which web designers can avoid information overload, by complying with the known limits of human cognition, to maximize the positive interaction between webpage and user.Interaction Science

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Section: Discussionmentioning

confidence: 72%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Complexity and aesthetic pleasure in websites: an eye tracking study

Chassy¹,

Fitzpatrick²,

J³

et al. 2017

JoIS

View full text Add to dashboard Cite

show abstract

“…By looking at the entire online shopping environment from visual complexity perspective may provide a broader insight into understanding the emotional and cognitive assessment processes and hence its impact on online shopping outcomes. Mai et al (2014) propose the concept of complexity of the visual characteristics of online retailing web sites and define web site complexity as another arousal-inducing element. In general, complexity is defined as "the amount of variety or diversity in a stimulus pattern" (Berlyne, 1960, p. 38).…”

Section: Definition Of Web Atmospherics In E-retailingmentioning

confidence: 99%

The Importance of Web Atmospherics with Emphasis on Visual Complexity in Online Retailing Based on S-O-R Paradaigm

Altinigne¹,

Karaosmanoğlu²

2017

Pressacademia

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Purpose -Online retailing web sites have become a valuable platform where consumers are exposed to companies' products and services. Online web sites' visual characteristics include text, pictures, graphics, layout, motion have been identified as some of the main factors contributing to repetitive visits and purchases. As visual design and making the right design decisions are critical to effective online retailing, clarifying these visual elements are crucial. Accordingly, the purpose of this study is to provide the main insights highlighted in the literature related to online shopping web site visual cues as well as to propose the adaptation of visual complexity concept to this relatively new environment via S-O-R paradigm discussion. Methodology -Through a literature review, the importance of web site atmospherics with emphasis on visual complexity and their influence on consumers' decision making process via their cognitive and emotional states based on S-O-R paradigm is discussed. Findings -Both the online and offline retailing literature survey suggests that visual complexity of an online retailing web site may have a strong effect on marketing outcomes (revisit/repurchase) and S-O-R paradigm is the foundational theory that helps to support this major argument. Conclusion -As online shopping becomes more competitive, online retailers continuously look for ways to attract more online customers and hence increase their purchase intentions. One way to induce revisit intention is to provide an online retailing environment that features superior atmospherics that are visually less complex. Rather than getting lost in the design decision of each element individually, taking a more holistic approach attempting to understand the interplay between visual cues that define visual complexity is a necessity to generate effective marketing strategies in online retailing.

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The Impact of Perceived Visual Complexity of Mobile Online Shops on User's Satisfaction

Sohn

Seegebarth

Moritz

2017

Psychology and Marketing

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The use of Internet‐enabled mobile devices (i.e., smartphones and tablets) for shopping purposes has gained in relevance among consumers. As mobile technologies become increasingly powerful, richer modes of presentation (e.g., videos and animated pictures) are used to design mobile online shops resulting in increased visual complexity. Given the importance of fluent mobile web site processing during typically short interactive sessions and the need to bridge a gap in prior research, this article explores the effects of perceived visual complexity on consumers’ perceptions and behavior‐related intentions when using mobile online shops. The findings from two empirical studies (i.e., an online survey and an experimental study) conducted among mobile device‐using online shoppers illustrate that perceived visual complexity negatively influences individuals’ satisfaction with their mobile shopping experience, whereas their channel‐specific satisfaction enhances their loyalty to the online retailer. Customers’ perceived psychological costs (i.e., time and effort costs as well as spatial crowding perceptions) partially mediate the relationship between visual complexity perceptions and satisfaction. As the results of the laboratory experiment show, the mediating role of perceived spatial crowding in the relationship between perceived visual complexity and satisfaction depends on the mobile device individuals use to visit an online shop. Hence, this relationship is mediated by perceptions of spatial crowding only when online shop visitors use a smartphone rather than a tablet.

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The Shifting Range of Optimal Web Site Complexity

Cited by 43 publications

References 48 publications

Complexity and aesthetic pleasure in websites: an eye tracking study

Complexity and aesthetic pleasure in websites: an eye tracking study

The Importance of Web Atmospherics with Emphasis on Visual Complexity in Online Retailing Based on S-O-R Paradaigm

The Impact of Perceived Visual Complexity of Mobile Online Shops on User's Satisfaction

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