Developing and Testing a Theoretical Path Model of Web Page Impression Formation and Its Consequence

Xuhong Ye (), Xixian Peng (), Xinwei Wang () and Hock-Hai Teo ()
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Xuhong Ye: School of Management and Institute of Neuromanagement, Zhejiang University of Technology, Hangzhou 310023, China
Xixian Peng: School of Management and The Neuromanagement Laboratory, Zhejiang University, Hangzhou 310058, China
Xinwei Wang: Department of Information Systems and Operations Management, Business School, University of Auckland, Auckland 1142, New Zealand
Hock-Hai Teo: Department of Information Systems and Analytics, School of Computing, National University of Singapore, Singapore 117417

Information Systems Research, 2020, vol. 31, issue 3, 929-949

Abstract: Impressions at first glance matter in the digital world in that they could lead to lasting impact on credibility perceptions, usage intention, and user satisfaction. Past studies have found that much of impression formation is affected by visual design-related features. Despite its importance, little is known of how different forms of visual aesthetics (i.e., classical vs. expressive aesthetics) influence web page impression formation. Drawing on impression formation literature and cue utilization theory, we formulate a theoretical model of web page impression formation with a temporal sequence of processing stages: automatic processing, initial perception confirmation, and impression formation, which in turn affects approach-avoidance tendency. We conduct two within-subject studies to collect both self-reported and eye movement data to test our predictions. Using real-world web pages as stimuli, the first study reveals that people engage in both automatic processing and attentive processing to form web page impressions, and arousal (measured by pupil size) shapes how people allocate attention (measured by peak duration and fixation count) to visual aesthetics. Using web pages with manipulated aesthetics in the second study, we illuminate the theoretical logic of web page impression formation by showing that people first engage in automatic processing and then engage in attentive processing. Both studies provide strong empirical support for the mediating role of arousal on the effects of visual aesthetics on attention allocation. These findings contribute to an initial theoretical understanding of visual aesthetics effects on impression formation in the digital world and provide important implications for website designers.

Keywords: web page impression; visual aesthetics; automatic processing; attentive processing; arousal; attention; eye tracking (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (2)

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