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The impact of online visual on users’ motivation and behavioural intention - A comparison between persuasive and non-persuasive visuals

Ibrahim, N., Shiratuddin, M.F. and Wong, K.W. (2016) The impact of online visual on users’ motivation and behavioural intention - A comparison between persuasive and non-persuasive visuals. AIP Conference Proceedings, 1761 (1).

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Link to Published Version: http://dx.doi.org/10.1063/1.4960893
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Abstract

Research related to the first impression has highlighted the importance of visual appeal in influencing the favourable attitude towards a website. In the perspective of impression formation, it is proposed that the users are actually attracted to certain characteristics or aspects of the visual properties of a website, while ignoring the rests. Therefore, this study aims to investigate which visual strongly appeals to the users by comparing the impact of common visuals with the persuasive visuals. The principles of social influence are proposed as the added value to the persuasiveness of the web visuals. An experimental study is conducted and the PLS-SEM method is employed to analyse the obtained data. The result of the exploratory analyses demonstrated that the structural model has better quality when tested with persuasive data sample compared to non-persuasive data sample, evident with stronger coefficient of determination and path coefficients. Thus, it is concluded that persuasive visual provides better impact towards users’ attitude and behavioural intention of a website.

Publication Type: Journal Article
Murdoch Affiliation: School of Engineering and Information Technology
Publisher: American Institute of Physics
Other Information: Proceedings of the International Conference on Applied Science and Technology 2016 (ICAST’16)
URI: http://researchrepository.murdoch.edu.au/id/eprint/35002
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