The effects of website familiarity on website quality and intention to use

Authors:
Scott McCoy;Eleanor T. Loiacono;Gregory D. Moody;Cristóbal Fernández Robin
Affiliations:
Mason School of Business, Williamsburg, Virginia;School of Business, Worcester Polytechnic Institute;University of Nevada Las Vegas;Académico Departamento de Industrias, Universidad Técnica Federico Santa Marıa, Chile
Venue:
HCI International'13 Proceedings of the 15th international conference on Human Interface and the Management of Information: information and interaction design - Volume Part I
Year:
2013

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Abstract

Previous research has revealed that mere exposure to a website can positively influence a user's experience with that website. This research extends this line of investigation by looking into the influence of familiarity on ads that appear on a website as well as the website itself. The results revealed familiarity to have a significant impact on ad evaluation directly and website quality indirectly (through ad entertainment and informativeness).