The effect of website interactivity and repeated exposure on user experience

Authors:
Ons Al-Shamaileh;Alistair Sutcliffe
Affiliations:
University of Manchester, UK;University of Manchester, UK
Venue:
Proceedings of the 4th Mexican Conference on Human-Computer Interaction
Year:
2012

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Abstract

This paper reports an experiment on the effect of website design and repeated exposures on users' overall preferences. Thirty respondents viewed three websites for three times with a two weeks gap between each visit. Respondents viewed a basic website with very limited interactivity, an interactive website with customization features, and a very interactive website with a virtual agent. Aesthetics, usability, service quality, pleasurable interaction, content and overall judgment were assessed through questionnaires. Interviews were conducted to support questionnaire results. Results showed that respondents were more positive to the websites with higher interactivity and the preference to the more interactive site increased over time.