This study examined the effect of home page design on consumer responses based on the Hierarchy of Effects model and impression formation theory. The design of the study was a one factor (home page design: image- vs. text-oriented) between-subjects design with two moderators, brand familiarity and the centrality of visual product aesthetics (CVPA). College women (N=658) participated in this online experiment. The findings revealed that: (1) an image-oriented design is more effective in enhancing a home page's visual fluency, and (2) people in both high and low CVPA groups preferred an image-oriented home page to a text-oriented home page.
['Jungmin Yoo', 'Minjeong Kim']
The effects of home page design on consumer responses: Moderating role of centrality of visual product aesthetics