Website design as moderating factor of online user behavior
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Universidad Miguel Hernández; Asociación Española de Marketing Académico y Profesional (AEMARK)
WebsiteUsabilityBrowsing timePerceived risk online
Alcántara-Pilar, J.M.; Barrio-García, S. Website design as moderating factor of online user behavior. En: XXVI Congreso de Marketing, Elche 17-19 de septiembre 2014. [http://hdl.handle.net/10481/34953]
PatrocinadorThe authors appreciate the financial help provided via a research project of group ADEMAR (University of Granada) under the auspices of the Andalusian Program for R&D, number P06-SEJ02170, and Research Program from the Faculty of Education, Economy and Technology of Ceuta.
It is widely assumed that online user behaviour is mainly utilitarian, although hedonic motivations such as enjoyment have also been found by recent research to have a marked influence on such behaviour. The present study explores the influence of website design (utilitarian motivation) on online user behaviour, in the context of a site promoting a tourist destination. The results underline the importance of utilitarian aspects for the effectiveness of online information-processing and the formation of perceived risk online. It is recommended that websites should reflect this type of motivation so as to make browsing useful for the online consumer.