When Web Pages Influence Web Usability: Effects of Online Strategic Communication
Titel:
When Web Pages Influence Web Usability: Effects of Online Strategic Communication
Auteur:
Wang, Alex
Verschenen in:
International journal of strategic communication
Paginering:
Jaargang 1 (2007) nr. 2 pagina's 93-106
Jaar:
2007-05-04
Inhoud:
The purpose of this study is to understand the effects of strategic communication in the context of web usability by comparing single and multiple publicity and advertising messages. This study used a four-condition experiment comparing the conditions of exposure to a single publicity article, a single ad, a similar message from a publicity article and an ad, and varied messages from a publicity article and an ad for a tennis racquet featured in a web store. Participants (N = 325) were recreational tennis players and non-tennis players. The results suggested that when similar or varied advertising and publicity messages are integrated and linked in a website, the message effects in either condition operated similarly to repetition effects as the messages generated more positive effects on web usability, measured by attitude toward the website, purchase intention, communication sharing, and future web use, than a single message condition, especially the publicity article.
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