標題: THE IMPACTS OF HOMEPAGE SCREEN DENSITY ON WEBSITE EVALUATIONS: THE MODERATING ROLE OF PERSONALITY TYPE
作者: Huang, Jen-Hung
Yang, Tzong-Ke
管理科學系
Department of Management Science
關鍵字: personality type;cognitive style;MBTI;homepage screen density;website evaluation
公開日期: 2011
摘要: We investigated whether or not a user's personality affects his or her attitude and behavioral intention towards a website. Results of an experiment in which the density of the homepage screen was manipulated show that participants prefer homepages with a moderate screen density, that homepage screen density significantly influences the website evaluations of intuiting and feeling types, but not of sensing and thinking types, and that the influence of homepage screen density on website evaluation varies according to individual cognitive style. The practical implications of the fmdings are that although a moderate-density homepage design is a condition for general positive website evaluations, the influence of individual difference in relation to personality types must also be considered.
URI: http://hdl.handle.net/11536/14060
http://dx.doi.org/10.2224/sbp.2011.39.3.381
ISSN: 0301-2212
DOI: 10.2224/sbp.2011.39.3.381
期刊: SOCIAL BEHAVIOR AND PERSONALITY
Volume: 39
Issue: 3
起始頁: 381
結束頁: 390
Appears in Collections:Articles