The effect of information overload and disorganisation on intention to purchase online: The role of perceived risk and internet experience. Soto-Acosta, P., Jose Molina-Castillo, F., Lopez-Nicolas, C., & Colomo-Palacios, R. Online Information Review, 38(4):543--561, June, 2014. Paper doi abstract bibtex The Web is an increasingly important component of promotional strategy for many organizations. To date, most advertising research has focused on banner ads. In the present study, home pages as promotional vehicles are evaluated. Specifically, we examine the influence of perceived home page complexity on communication effectiveness, as measured by attention to the home page, attitude toward the home page, attitude toward the company, and purchase intent. Qualitative research is used to identify important factors that appear to influence perceptions of home page complexity, including home page length, number of graphics, number of links, amount of text, and use of animation. A pretest experiment further aided in the selection of appropriate factors and factor levels to manipulate in a subsequent, main experiment. The findings in the main experiment suggest that consumers respond more favorably toward home pages that fall in a moderate range of perceived complexity.
@article{soto-acosta_effect_2014,
title = {The effect of information overload and disorganisation on intention to purchase online: {The} role of perceived risk and internet experience},
volume = {38},
issn = {1468-4527},
shorttitle = {The effect of information overload and disorganisation on intention to purchase online},
url = {http://www.emeraldinsight.com/doi/10.1108/OIR-01-2014-0008},
doi = {10.1108/OIR-01-2014-0008},
abstract = {The Web is an increasingly important component of promotional strategy for many organizations. To date,
most advertising research has focused on banner ads. In the present study, home pages as promotional vehicles are evaluated.
Specifically, we examine the influence of perceived home page complexity on communication effectiveness, as measured by
attention to the home page, attitude toward the home page, attitude toward the company, and purchase intent. Qualitative
research is used to identify important factors that appear to influence perceptions of home page complexity, including
home page length, number of graphics, number of links, amount of text, and use of animation. A pretest experiment
further aided in the selection of appropriate factors and factor levels to manipulate in a subsequent, main experiment. The
findings in the main experiment suggest that consumers respond more favorably toward home pages that fall in a moderate
range of perceived complexity.},
language = {en},
number = {4},
urldate = {2016-11-07TZ},
journal = {Online Information Review},
author = {Soto-Acosta, Pedro and Jose Molina-Castillo, Francisco and Lopez-Nicolas, Carolina and Colomo-Palacios, Ricardo},
month = jun,
year = {2014},
keywords = {engagement, length},
pages = {543--561}
}
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