A Study on Website Design Aesthetics and Intention to Transaction:A Comparison of Taiwan and Brazil in the Resort Hotel Industry

• Main Authors: Tzu-fu Wang, 王子阜
• Other Authors: none
• Format: Others
• Language: en_US
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/51308294435663566129

碩士 === 國立臺灣科技大學 === 管理學院MBA === 100 === With the developing of Internet, lots of resort hotels attract their customers though website marketing. This study took resort hotel in Taiwan and Brazil as target to discuss the relationship between aesthetics of website and customers’ intention to transaction and the influences on website aesthetics from culture differences by navigation design, information design and visual design. Besides, through the comparison of on-line questionnaire and case study, this current study realized the different preferences of aesthetics website elements from different cultures. This sturdy took Taiwan and Brazil as target to collect and analyze the data and found out that aesthetics of resort hotel website distinctively influence customers’ intention to transaction. However, different culture has different preferences. For Taiwanese, navigation and visual design are the two main factors can influence website aesthetics but for Brazilian, visual design is the only one. The research model of this study, there is 41.8% explanation ability for Taiwanese sample and 46.8% for Brazilian sample. Through the analyze of quantitative questionnaire and real website case study, this study discovered that the different preferences of aesthetics website elements. Except they both prefer horizontal layout, higher percentage of photo and the link of social network, Taiwanese prefer network navigation design, button with image, recording function, warm and soft color, without animation before front page and central photo position; Brazilian prefer hierarchy navigation design, button with pure text, without recording function and regular icon design but in real website case study, the website design of resort hotel is not match with customers’ preferences. Generally speaking, this study proved that aesthetics of website do has significant influence on intention to transaction in resort hotel industry and the preferences of aesthetics influence by different cultures. Therefore, when people are trying to design a website, they should think more about culture differences in order to match their preferences.