Abstract

This study investigated the influence of different types of web page design on browsers’ attitudes, figured out if information-processing styles play moderating roles, and examined the relationship between attitude towards the web page and visit intention. This research specifically designed three web pages, created in different types, words only, pictures only, and a combination of words and pictures. Respondents were undergraduate students, and answered questionnaires online. This research found no significant difference between high and low need for cognition (NFC) individuals in terms of attitude towards the web page when the web page was presented in words design. A higher level of attitude was associated with high PFA individuals when the web page presented in pictures design. Individuals with high NFC and high PFA were significantly different from the other groups when the web page presented in combination design. At last, a positive correlation existed between attitude towards the web page and visit intention.

Key words: Attitude towards the web page, visit intention, web page design, information processing styles.