Jul 27th, 4:30 PM - 5:30 PM
Investigate the effectiveness of destination websites from a New Angle: Processing Fluency
Denver, Colorado USA
This study applies processing fluency theory to the investigation of its effectiveness in the use of destination websites. Processing fluency reveals processes and manipulations occurring at different levels. It can be described as the ease with which externally presented stimuli (i.e., destination websites presented to users) are processed. The study investigates the impacts of four primary website features (information quality, ease of use, interactivity, and visual attractiveness) on processing fluency in the use of destination websites. The results indicate that information quality has the most impact on processing fluency, followed by ease of use, and interactivity. The study provides an innovative approach to understanding the effectiveness of destination websites, and suggests strategies for website designers.