The effect of religious identity on user judgment of website quality

Authors:
Ons Al-shamaileh;Alistair Sutcliffe;Antonella De Angeli
Affiliations:
Manchester Business School, University of Manchester, UK;Manchester Business School, University of Manchester, UK;University of Trento Italy
Venue:
INTERACT'11 Proceedings of the 13th IFIP TC 13 international conference on Human-computer interaction - Volume Part IV
Year:
2011

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Abstract

The paper investigates the effect of users' religious identity on their judgments of website quality. Websites related to Islamic and Christian identities were evaluated by Christian and Muslim respondents. Aesthetics, usability, service quality, pleasurable interaction, content, website identity and overall judgment were assessed, showing that respondents were more positive to the website which related to their own belief but the effect was stronger with the Muslim sample. Interviews were conducted to support the above results with a non-religious well known branded website added. Respondents provided consistent evaluations preferring the website matching their beliefs but brand identity showed to be more important than the religious identity.