Aesthetics in Context - How the Nature of a Website Can Make a Sizable Difference to its Overall Success

Aesthetics in Context - How the Nature of a Website Can Make a Sizable Difference to its Overall... BCS JOURNALS AESTHETICS IN CONTEXT - HOW THE NATURE OF A WEBSITE CAN MAKE A SIZABLE DIFFERENCE TO ITS OVERALL SUCCESS The paper ‘Aesthetics in Context - The role of aesthetics and usage mode for a website’s success’ by Glena H. Iten, Antonin Troendle and Klaus Opwis, published in Interacting with Computers: The Interdisciplinary Journal of Human-Computer Interaction, investigates the widespread belief that the fi rst impression is decisive for retaining users on a website. A widespread belief attributes the fi rst While the fi rst impression’s signifi cance Participants persevere on websites impression to be decisive for retaining was demonstrated in Tasks 1 and 2 for when they try to reach an explicit goal users on websites. However, empirical both goal mode and action mode, the usage rather than when they explore, which investigation on this conjecture has been mode was decisive for retaining users on becomes apparent after just ten seconds. largely omitted. This paper examines the websites in the most realistic user scenario In summary, willingness to view infl uence of positive and negative fi rst in Task 3. Overall, the e ect sizes indicated and stay on a website was higher for impressions on subsequent website usage that the signifi cant di erences were positive fi rst impressions. In goal mode, decisions in three di erent user tasks. substantial, ranging from medium to large. participants tended to persevere the In all tasks, appealing or non-appealing Over the years, many researchers have longest on more appealing websites. This, website screenshots were displayed. In the stressed the infl uence of fi rst impressions however, may only count for informational fi rst two tasks, websites were shortly on the subsequent behaviour without websites implying more explicit goals, such presented, examining the willingness to substance, and it turns out that their as looking for a recipe to bake a delicious view and the intention to stay on websites. assumption may be wrong. chocolate cake. In the third task, participants were able The impact of fi rst impressions on Based on that, any future research to browse naturally, scanning websites, individual’s usage behaviour was only should consider to look at websites that deciding whether to use the website or not, evident when participants were coerced are less informational. and taking action eventually. into a decision after a two seconds Additionally, the 120 participants either exposure. No such e ect was observed Members can get a reduced were given or not given an explicit goal when participants explored the websites subscription to Interacting with Computers to solve in each task. Data was analysed self-paced. Instead, websites are and Formal Aspects of Computing: with di erent statistical methods (ANOVA, more likely to be actually looked at in www.bcs.org/category/17544 McNemar and Survival Analysis). dependance of the usage mode. ACADEMIC JOURNALS - LATEST CONTENTS IN BRIEF The Computer Journal: Section D Formal Aspects of Computing - Applicable Journal of Innovation in Health Security in Computer Systems and Formal Methods Informatics Networks Volume 30, Issue 2, March 2018 contains Volume 25, Issue 4 contains the Volume 61, Issue 4, April 2018 the following papers: following papers: • On the security of a pairing-free • An explicit transition system • The e ect of a birth place decision certifi cateless signcryption scheme construction approach to LTL support tool on women’s decision • An ensemble method based on satisfi ability checking making and information selection using bat algorithm for • Formal verifi cation and quantitative gathering behaviours during intrusion detection metrics of MPSoC data dynamics pregnancy: MyBirthplace • Novel smooth hash proof systems • The symbiosis of concurrency and Study Protocol based on lattices verifi cation: teaching and case studies • Managing health IT risks: • Privacy preserving, verifi able and • Formally sound implementations of refl ections and recommendations resilient data aggregation in grid- security protocols with JavaSPI • Telemedicine: Is it really worth it? A based networks • Adaptive distinguishing test cases perspective from evidence • k-NMF anonymization in social of nondeterministic fi nite state and experience network data publishing machines: test case derivation and • Criteria-based encryption length estimation https://academic.oup.com/comjnl http://link.springer.com/journal/165 https://hijournal.bcs.org/ 65 ITNOW June 2018 Downloaded from https://academic.oup.com/itnow/article-abstract/60/2/65/4999853 by Ed 'DeepDyve' Gillespie user on 20 June 2018 doi:10.1093/itnow/bwy060 ©2018 The British Computer Society http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png ITNow Oxford University Press

Aesthetics in Context - How the Nature of a Website Can Make a Sizable Difference to its Overall Success

ITNow , Volume Advance Article (2) – May 19, 2018
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Publisher
British Computer Society
Copyright
© 2018 The British Computer Society
ISSN
1746-5702
eISSN
1746-5710
D.O.I.
10.1093/itnow/bwy060
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Abstract

BCS JOURNALS AESTHETICS IN CONTEXT - HOW THE NATURE OF A WEBSITE CAN MAKE A SIZABLE DIFFERENCE TO ITS OVERALL SUCCESS The paper ‘Aesthetics in Context - The role of aesthetics and usage mode for a website’s success’ by Glena H. Iten, Antonin Troendle and Klaus Opwis, published in Interacting with Computers: The Interdisciplinary Journal of Human-Computer Interaction, investigates the widespread belief that the fi rst impression is decisive for retaining users on a website. A widespread belief attributes the fi rst While the fi rst impression’s signifi cance Participants persevere on websites impression to be decisive for retaining was demonstrated in Tasks 1 and 2 for when they try to reach an explicit goal users on websites. However, empirical both goal mode and action mode, the usage rather than when they explore, which investigation on this conjecture has been mode was decisive for retaining users on becomes apparent after just ten seconds. largely omitted. This paper examines the websites in the most realistic user scenario In summary, willingness to view infl uence of positive and negative fi rst in Task 3. Overall, the e ect sizes indicated and stay on a website was higher for impressions on subsequent website usage that the signifi cant di erences were positive fi rst impressions. In goal mode, decisions in three di erent user tasks. substantial, ranging from medium to large. participants tended to persevere the In all tasks, appealing or non-appealing Over the years, many researchers have longest on more appealing websites. This, website screenshots were displayed. In the stressed the infl uence of fi rst impressions however, may only count for informational fi rst two tasks, websites were shortly on the subsequent behaviour without websites implying more explicit goals, such presented, examining the willingness to substance, and it turns out that their as looking for a recipe to bake a delicious view and the intention to stay on websites. assumption may be wrong. chocolate cake. In the third task, participants were able The impact of fi rst impressions on Based on that, any future research to browse naturally, scanning websites, individual’s usage behaviour was only should consider to look at websites that deciding whether to use the website or not, evident when participants were coerced are less informational. and taking action eventually. into a decision after a two seconds Additionally, the 120 participants either exposure. No such e ect was observed Members can get a reduced were given or not given an explicit goal when participants explored the websites subscription to Interacting with Computers to solve in each task. Data was analysed self-paced. Instead, websites are and Formal Aspects of Computing: with di erent statistical methods (ANOVA, more likely to be actually looked at in www.bcs.org/category/17544 McNemar and Survival Analysis). dependance of the usage mode. ACADEMIC JOURNALS - LATEST CONTENTS IN BRIEF The Computer Journal: Section D Formal Aspects of Computing - Applicable Journal of Innovation in Health Security in Computer Systems and Formal Methods Informatics Networks Volume 30, Issue 2, March 2018 contains Volume 25, Issue 4 contains the Volume 61, Issue 4, April 2018 the following papers: following papers: • On the security of a pairing-free • An explicit transition system • The e ect of a birth place decision certifi cateless signcryption scheme construction approach to LTL support tool on women’s decision • An ensemble method based on satisfi ability checking making and information selection using bat algorithm for • Formal verifi cation and quantitative gathering behaviours during intrusion detection metrics of MPSoC data dynamics pregnancy: MyBirthplace • Novel smooth hash proof systems • The symbiosis of concurrency and Study Protocol based on lattices verifi cation: teaching and case studies • Managing health IT risks: • Privacy preserving, verifi able and • Formally sound implementations of refl ections and recommendations resilient data aggregation in grid- security protocols with JavaSPI • Telemedicine: Is it really worth it? A based networks • Adaptive distinguishing test cases perspective from evidence • k-NMF anonymization in social of nondeterministic fi nite state and experience network data publishing machines: test case derivation and • Criteria-based encryption length estimation https://academic.oup.com/comjnl http://link.springer.com/journal/165 https://hijournal.bcs.org/ 65 ITNOW June 2018 Downloaded from https://academic.oup.com/itnow/article-abstract/60/2/65/4999853 by Ed 'DeepDyve' Gillespie user on 20 June 2018 doi:10.1093/itnow/bwy060 ©2018 The British Computer Society

Journal

ITNowOxford University Press

Published: May 19, 2018

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