Investigation into the Impacts of Website Design and Marketing Strategy on User Willingness of Surfing a Website-the Case of HOUSEtube

• Main Authors: Chi-hung Tai, 戴吉宏
• Other Authors: Perng-Fei Huang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/729dm2

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 98 === In recent years, many Internet media have been taking initiatives on collecting information of pre-sale houses, newly finished houses, and used houses for interested users’, reference, and there is an increasing competition between website platforms. However, there is not enough research on the customer’s willingness to enter a specific website, particularly from the perspective of customer value. This study takes Housetube.com as an example to investigate into the impacts of website design（aesthetic, functional） and marketing strategy（product attractiveness, promotion effort） of the website on the customer’s perception of the website value and willingness of surfing a website. The study also explores the mediating role of customer perceived value in these relationships. We conducted an empirical survey with questionnaires. The sample consisted of 483 consumers who had experienced surfing on the HOUSEtube.com. SPSS 12.0 was applied for data analyses and hypotheses testing. The results include: （1）Aesthetics of website design, practicality of the website, product attractiveness, and promotional efforts have a significant positive correlation with the customer’s perceived value of the website and the customer’s willingness of surfing the website. （2）The customer’ perceived value of the website is significantly, positively correlated with the customer’s willingness of surfing the website. （3） The customer’s perceived value of the website assumes a partially mediating role in the framework. These findings may provide considerable insight into understanding the impacts of website design and marketing strategy on the customers’ willingness of surfing a website. In addition, the results can help understand how the customer perceived value mediates these relationships. This knowledge can not only help understand the important factors that influence customers’ housing search but also provide website marketers with insight into the development of effective website marketing strategies. The study also discussed managerial implications of the findings and provided directions for future research.