Effects of Aesthetics on Credibility in Web Site Design

신뢰감을 주는 웹사이트 디자인에서 미적 효과

  • 김기은 (세종사이버대학교 컴퓨터정보통신학과)
  • Received : 2013.11.29
  • Accepted : 2013.12.23
  • Published : 2013.12.30

Abstract

Web sites provide the first impression of an organization. For many organizations, web sites are crucial to ensure sales or to procure services within. When a person opens a web site, the first impression is probably made in a few seconds, and the user will either say or move on to the next site on the basis of many factors. One of the factors that may influence users to stay or go is the page aesthetics. Another reason may involve a user's judgment of the site's credibility. Our findings indicate that when the same content is presented using different levels of aesthetic treatment, the content with a higher aesthetic content credibility. Our study suggests that this effect is operational within the first few seconds in which a user views a web page. Given the same content, a higher aesthetic treatment will increase perceived credibility.

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