An Exploration of Relations Between Visual Appeal, Trustworthiness and Perceived Usability of Homepages
An Exploration of Relations Between Visual Appeal, Trustworthiness and Perceived Usability of Homepages
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DOI：
10.1145/1959022.1959023
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发表时间：
2011-04-01
影响因子：
3.7
通讯作者：
Noonan, Patrick
中科院分区：
文献类型：
--
作者：
Lindgaard, Gitte;Dudek, Cathy;Noonan, Patrick
在显示50毫秒的主页的视觉吸引力的重复判断之间的极高相关性被解释为仅仅是暴露效应的证据[Lindgaard等人]。2006年)。继续这项工作，本研究有两个目标。首先，考察了不同认知需求的判断之间的关系。其次，它开始识别特定的视觉属性，这些属性似乎有助于做出不同的判断。报道了三个实验。所有人都像以前一样使用刺激和观看时间。实验一采用了一种已知的干扰超出刺激抵消的加工的范式，旨在确保先前的发现不能归因于这种持续的加工。实验2采用被试内设计，考察了网页的视觉特征在多大程度上影响了认知需求(视觉诉求、感知可用性、可信性)的判断差异。它还使对视觉属性的分析成为可能，这些属性对不同判断的贡献最大。实验3重复实验2，但使用了受试者之间的设计，以确保不会发生练习效应。结果表明，三种类型的判断都主要由视觉诉求驱动，但认知要求的判断的处理方式与视觉诉求有质的不同，它们依赖于略有不同的视觉属性。并给出了计算结果的模型。
Extremely high correlations between repeated judgments of visual appeal of homepages shown for 50 milliseconds have been interpreted as evidence for a mere exposure effect [Lindgaard et al. 2006]. Continuing that work, the present research had two objectives. First, it investigated the relationship between judgments differing in cognitive demands. Second, it began to identify specific visual attributes that appear to contribute to different judgments. Three experiments are reported. All used the stimuli and viewing time as before. Using a paradigm known to disrupt processing beyond the stimulus offset, Experiment 1 was designed to ensure that the previous findings could not be attributed to such continued processing. Adopting a within-subject design, Experiment 2 investigated the extent to which judgments differing in cognitive demands (visual appeal, perceived usability, trustworthiness) may be driven by the visual characteristics of a Web page. It also enabled analyses of visual attributes that contributed most to the different judgments. Experiment 3 replicated Experiment 2 but using a between-subject design to ensure that no practice effect could occur. The results suggest that all three types of judgments are largely driven by visual appeal, but that cognitively demanding judgments are processed in a qualitatively different manner than visual appeal, and that they rely on somewhat different visual attributes. A model accounting for the results is provided.