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Website design as moderating factor of online user behavior

dc.contributor.authorAlcántara Pilar, Juan Miguel 
dc.contributor.authorBarrio García, Salvador Del 
dc.date.accessioned2015-02-25T11:02:11Z
dc.date.available2015-02-25T11:02:11Z
dc.date.issued2014
dc.identifier.citationAlcántara-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]es_ES
dc.identifier.urihttp://hdl.handle.net/10481/34953
dc.description.abstractIt 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.es_ES
dc.description.sponsorshipThe 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.es_ES
dc.language.isoenges_ES
dc.publisherUniversidad Miguel Hernández; Asociación Española de Marketing Académico y Profesional (AEMARK)es_ES
dc.subjectWebsitees_ES
dc.subjectUsabilityes_ES
dc.subjectBrowsing timees_ES
dc.subjectPerceived risk onlinees_ES
dc.titleWebsite design as moderating factor of online user behaviores_ES
dc.typeconference outputes_ES
dc.rights.accessRightsopen accesses_ES


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