Exploring human images in website design: A multi-method approach

Dianne Cyr, Milena Head, Hector Larios, Bing Pan

Research output: Contribution to journalArticle

294 Citations (Scopus)

Abstract

Effective visual design of e-commerce websites enhances website aesthetics and emotional appeal for the user. To gain insight into how Internet users perceive human images as one element of website design, a controlled experiment was conducted using a questionnaire, interviews, and eye-tracking methodology. Three conditions of human images were created including human images with facial features, human images without facial features, anda control condition with no human images. It was expected that human images with facial features would induce a user to perceive the website as more appealing, having warmth or social presence, and as more trustworthy. In turn, higher levels of image appeal and perceived social presence were predicted to result in trust. All expected relationships in the model were supported except no direct relationship was found between the human image conditions and trust. Additional analyses revealed subtle differences in the perception of human images across cultures (Canada, Germany, and Japan). While the general impact of human images seems universal across country groups, based on interview data four concepts emerged-aesthetics, symbolism, affective property, and functional property-with participants from each culture focusing on different concepts as applied to website design. Implications for research and practice are discussed.

Original languageEnglish (US)
Pages (from-to)539-566
Number of pages28
JournalMIS Quarterly: Management Information Systems
Volume33
Issue number3
StatePublished - Sep 1 2009

Fingerprint

Websites
Internet
Web Design
Multi-method
Web site design
Experiments
Web sites

All Science Journal Classification (ASJC) codes

  • Management Information Systems
  • Information Systems
  • Computer Science Applications
  • Information Systems and Management

Cite this

Cyr, Dianne ; Head, Milena ; Larios, Hector ; Pan, Bing. / Exploring human images in website design : A multi-method approach. In: MIS Quarterly: Management Information Systems. 2009 ; Vol. 33, No. 3. pp. 539-566.
@article{16727567174b460399f2e3db8e3b6a04,
title = "Exploring human images in website design: A multi-method approach",
abstract = "Effective visual design of e-commerce websites enhances website aesthetics and emotional appeal for the user. To gain insight into how Internet users perceive human images as one element of website design, a controlled experiment was conducted using a questionnaire, interviews, and eye-tracking methodology. Three conditions of human images were created including human images with facial features, human images without facial features, anda control condition with no human images. It was expected that human images with facial features would induce a user to perceive the website as more appealing, having warmth or social presence, and as more trustworthy. In turn, higher levels of image appeal and perceived social presence were predicted to result in trust. All expected relationships in the model were supported except no direct relationship was found between the human image conditions and trust. Additional analyses revealed subtle differences in the perception of human images across cultures (Canada, Germany, and Japan). While the general impact of human images seems universal across country groups, based on interview data four concepts emerged-aesthetics, symbolism, affective property, and functional property-with participants from each culture focusing on different concepts as applied to website design. Implications for research and practice are discussed.",
author = "Dianne Cyr and Milena Head and Hector Larios and Bing Pan",
year = "2009",
month = "9",
day = "1",
language = "English (US)",
volume = "33",
pages = "539--566",
journal = "MIS Quarterly: Management Information Systems",
issn = "0276-7783",
publisher = "Management Information Systems Research Center",
number = "3",

}

Exploring human images in website design : A multi-method approach. / Cyr, Dianne; Head, Milena; Larios, Hector; Pan, Bing.

In: MIS Quarterly: Management Information Systems, Vol. 33, No. 3, 01.09.2009, p. 539-566.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Exploring human images in website design

T2 - A multi-method approach

AU - Cyr, Dianne

AU - Head, Milena

AU - Larios, Hector

AU - Pan, Bing

PY - 2009/9/1

Y1 - 2009/9/1

N2 - Effective visual design of e-commerce websites enhances website aesthetics and emotional appeal for the user. To gain insight into how Internet users perceive human images as one element of website design, a controlled experiment was conducted using a questionnaire, interviews, and eye-tracking methodology. Three conditions of human images were created including human images with facial features, human images without facial features, anda control condition with no human images. It was expected that human images with facial features would induce a user to perceive the website as more appealing, having warmth or social presence, and as more trustworthy. In turn, higher levels of image appeal and perceived social presence were predicted to result in trust. All expected relationships in the model were supported except no direct relationship was found between the human image conditions and trust. Additional analyses revealed subtle differences in the perception of human images across cultures (Canada, Germany, and Japan). While the general impact of human images seems universal across country groups, based on interview data four concepts emerged-aesthetics, symbolism, affective property, and functional property-with participants from each culture focusing on different concepts as applied to website design. Implications for research and practice are discussed.

AB - Effective visual design of e-commerce websites enhances website aesthetics and emotional appeal for the user. To gain insight into how Internet users perceive human images as one element of website design, a controlled experiment was conducted using a questionnaire, interviews, and eye-tracking methodology. Three conditions of human images were created including human images with facial features, human images without facial features, anda control condition with no human images. It was expected that human images with facial features would induce a user to perceive the website as more appealing, having warmth or social presence, and as more trustworthy. In turn, higher levels of image appeal and perceived social presence were predicted to result in trust. All expected relationships in the model were supported except no direct relationship was found between the human image conditions and trust. Additional analyses revealed subtle differences in the perception of human images across cultures (Canada, Germany, and Japan). While the general impact of human images seems universal across country groups, based on interview data four concepts emerged-aesthetics, symbolism, affective property, and functional property-with participants from each culture focusing on different concepts as applied to website design. Implications for research and practice are discussed.

UR - http://www.scopus.com/inward/record.url?scp=69549083452&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=69549083452&partnerID=8YFLogxK

M3 - Article

AN - SCOPUS:69549083452

VL - 33

SP - 539

EP - 566

JO - MIS Quarterly: Management Information Systems

JF - MIS Quarterly: Management Information Systems

SN - 0276-7783

IS - 3

ER -