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Case 1

Case 1. Case 2. Case 3. How Internet users perceive human images as one element of website design?. Controlled experiment was conducted using a questionnaire, interviews, and eye-tracking

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Case 1

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  1. Case 1

  2. Case 2

  3. Case 3

  4. How Internet users perceive human images as one element of website design? • Controlled experiment was conducted using a questionnaire, interviews, and eye-tracking • - Human images with facial features would induce a user to perceive the website as more appealing, having warmth or social presence, and as more trustworthy

  5. User reactions to technology • Conventional cognition-driven paradigm • - Usability-based design characteristics • - Website design elements related to their impact on user trust or satisfaction • - Behavioral or cognitive focus • Hedonic-driven user reaction • - Focus on affective consumer behavior as elicited from emotive and multisensory elements • - Focus on affect and emotion in the examination of information technology (Kim et al.2007; Sun and Zhang 2006). • - Hedonic (non-instrumental) human needs, emotion, affect, and experience.

  6. New theoretical perspectives • Move beyond the technology acceptance model (TAM) into the realm of emotive reactions • - Hedonic elements of a website contribute to the user’s experience (Childers et al. 2001; Cyr et al. 2006; Hessanein and Head 2007; Hessenzahl 2002; van derHeijden 2003,2004) • - Visual design of the website contribute to emotional appeal for users (Garrett 2003) • - Relationship between aesthetic beauty of a website and trust on the website (Karvonen 2000) • - Impact of social cues and “warmth” of websites impart a feeling of social presence related to the user’s experience of the website (Gefen and Staub 2003; Hassanein and Head 2007; Yoo and Alavi 2001)

  7. Visual Rhetoric Theory • - Rhetoric Theory: Interpretive theory that frames a message as an interested party’s attempt to influence an audience (Scott 1994, p.252) • - Complex visual communication: Images, texts afford meaning to the viewer • - Visual rhetoric theory: visual view point, focus, graphics, and layout are related in a specific way to the message itself (Scott 1994, p.225) • - Computer example: image, text add fresh, unexpected perspective to viewer, expands viewer’s experience of the item. • - Communication is figurative and evocative rather than literal

  8. Social presence theory • - Social presence : The extent to which a medium allows users to experience others as being psychologically present (Gefen and Straub 2003, p.11) • Social presence embedded in communication theory (Short et al 1976) • Communication is effective if the communication medium has the appropriate social presence required for the level of interpersonal involvement required for a task • - Psychological connection with the user, who perceives the website as warm, personal, sociable, thus creating a feeling of human contact (Yoo and Alavi 2001)

  9. Research model

  10. Hypothesis 1Image appeal will be highest in the high-human condition, when compared to the medium-human and no-human conditions - Images in AD - Visual design - Images of people Emotional responses Emotional appeal Human images with facial features

  11. Hypothesis 2Perceived social presence will be highest in the high-human condition, when compared to the medium-human and no-human conditions. - Text - Pictures - Human figures Social presence Human images with facial features

  12. Hypothesis 3Trust will be highest in the high-human condition, when compared to the medium-human and no-human conditions - Image design - Aesthetics of website design - Enjoyable user experience - Trust Human face photos & social cues - Attract attention - Affective response - Online trust Human images with facial features

  13. Hypothesis 4Higher image appeal will result in higher levels of trust - Image design - Aesthetics of website design - Enjoyable user experience - Trust - Attract attention - Affective response - Online trust Human face photos & social cues Human images with facial features Image appeal

  14. Hypothesis 5Higher perceived social presence will result in higher levels of trust. - Image design - Aesthetics of website design - Enjoyable user experience - Trust Human face photoes & social cues Online trust Human images with facial features Social presence Information rich Reduced ambiguity & risk

  15. Research model

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