The impact of human images in web design on purchase intention

• Main Authors: Fan, Yu nong, 范宇儂
• Other Authors: 楊銘賢
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/45152045812729916588

碩士 === 輔仁大學 === 資訊管理學系 === 99 === Image has been prevalently used in online retailer’s web design, and human images are frequently come with the product to sell. Thus, a number of study try figuring out elements which can attract consumer and enhance their purchase intention. This thesis’ purpose is to explore how human images used in the web design will influence consumer’s purchase intention. Moreover, we infuse three variables including social presence, trust, and website attractiveness to observe their interactive relationship. Our research creates five virtual websites, each website has different presentation of human images except the fifth website. The fifth website is created with no human images. After respondents observed the experiment website, they will be asked to fill out a questionnaire to end up this experiment. By analyzing 212 questionnaire data, the result suggest that human images have an indirect influence on trust via social presence, and trust has a significant impact on purchase intention. On the other hand, human images also can impact purchase intention through website attractiveness. Therefore, in older to enhance consumer’s purchase intention, online retailers should pay attention to how to use human images properly while they are designing their websites.