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Please use this identifier to cite or link to this item: http://hdl.handle.net/10481/34953

Title: Website design as moderating factor of online user behavior
Authors: Alcántara-Pilar, Juan Miguel
Barrio-García, Salvador del
Issue Date: 2014
Abstract: 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.
Sponsorship: The 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.
Publisher: Universidad Miguel Hernández; Asociación Española de Marketing Académico y Profesional (AEMARK)
Keywords: Website
Usability
Browsing time
Perceived risk online
URI: http://hdl.handle.net/10481/34953
Citation: 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]
Appears in Collections:ADEMAR - Comunicaciones Congresos, Conferencias...

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