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Empirical Analysis on the Effect of Design Pattern of Web Page, Perceived Risk and Media Richness to Customer Satisfaction

콘텐츠 제작방식, 지각된 위험, 미디어 풍부성이 고객만족에 미치는 영향 분석

  • Received : 2011.02.07
  • Accepted : 2011.06.13
  • Published : 2011.06.28

Abstract

Internet web pages can be classified by three major types such as texts only, images with texts and videos with texts. The purpose of this paper is to analyze how customers recognize and respond perspective of perceived risk and media richness with regard to design patterns of internet web pages. Additionally, we will examine the extent to which aforementioned factors affect customer satisfaction. Analyses with perceived risks revealed that customers feel less personal risks including performance, psychology and time/convenience when used web pages of text-images and text-videos, compared to text only based web pages. However, customers feel that web pages consisting of image-text or video-text have higher points in terms of symbolism and social presence in media richness, compared to text only based web pages. Finally, we showed that personal risk and text-based Web page negatively affect but symbolism and social presence positively impact on customer satisfaction. Therefore, this study suggests a clue that why video-based Web content did not grow different from many people's expectation.

Keywords

Media Type;Perceived Risk;Media Richness

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