Abstract
This study examined the effect of home page design on consumer responses based on the Hierarchy of Effects model and impression formation theory. The design of the study was a one factor (home page design: image- vs. text-oriented) between-subjects design with two moderators, brand familiarity and the centrality of visual product aesthetics (CVPA). College women (N=658) participated in this online experiment. The findings revealed that: (1) an image-oriented design is more effective in enhancing a home page’s visual fluency, and (2) people in both high and low CVPA groups preferred an image-oriented home page to a text-oriented home page.
Full Text 
Sign-in/Register to access full text options
Sign-in/Register to access full text options 
Paper version not known
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
