Abstract
This study investigated the influence of different types of web page design on browsers’ attitudes, figured out if information-processing styles play moderating roles, and examined the relationship between attitude towards the web page and visit intention. This research specifically designed three web pages, created in different types, words only, pictures only, and a combination of words and pictures. Respondents were undergraduate students, and answered questionnaires online. This research found no significant difference between high and low need for cognition (NFC) individuals in terms of attitude towards the web page when the web page was presented in words design. A higher level of attitude was associated with high PFA individuals when the web page presented in pictures design. Individuals with high NFC and high PFA were significantly different from the other groups when the web page presented in combination design. At last, a positive correlation existed between attitude towards the web page and visit intention. Key words: Attitude towards the web page, visit intention, web page design, information processing styles.
Highlights
The prevalence of network technology increases the proportion of internet users each year
This work proposes that the levels of attitude towards the web page (Awp) are associated to the different information processing styles (NFC or Preference for Affect (PFA)) of subjects exposed to various tourism web page designs
This research finds no significant difference between high and low need for cognition (NFC) individuals in terms of attitude towards the web page when the tourism web page is presented in words design
Summary
The prevalence of network technology increases the proportion of internet users each year. The internet has become the main channel for seeking and disseminating information. Many people browse the internet to obtain information they want. According to the 2007 statistics of the Taiwan Tourism Bureau, 73% of visitors to Taiwan had seen official advertisements promoting Taiwan tourism on the Internet before choosing to visit Taiwan (a percentage that trailed those who had seen such advertisements on TV, radio, magazines, or books) (Tourism Bureau, 2008). A 2008 survey showed that 76% of visitors to Taiwan had seen advertisements or reports promoting Taiwan tourism on the Internet before they visited Taiwan (Tourism Bureau, 2009). The survey results demonstrate the growing importance of the internet to travelers in seeking relative tourism information. Designing effective websites is a key ingredient to creating ideal tourists
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