The impact of online visual on users’ motivation and behavioural intention - A comparison between persuasive and non-persuasive visuals | Zendy

Nurulhuda Ibrahim | Zendy; Mohd Fairuz Shiratuddin | Zendy; Kok Wai Wong | Zendy

Open Access

The impact of online visual on users’ motivation and behavioural intention - A comparison between persuasive and non-persuasive visuals

Author(s) -

Nurulhuda Ibrahim,

Mohd Fairuz Shiratuddin,

Kok Wai Wong

Publication year - 2016

Publication title -

aip conference proceedings

Language(s) - English

Resource type - Conference proceedings

SCImago Journal Rank - 0.177

H-Index - 75

eISSN - 1551-7616

pISSN - 0094-243X

DOI - 10.1063/1.4960893

Subject(s) - sample (material) , impression , perspective (graphical) , psychology , exploratory research , appeal , computer science , quality (philosophy) , persuasion , value (mathematics) , advertising , social psychology , world wide web , philosophy , chemistry , epistemology , chromatography , artificial intelligence , sociology , anthropology , political science , law , business , machine learning

Research related to the first impression has highlighted the importance of visual appeal in influencing the favourable attitude towards a website. In the perspective of impression formation, it is proposed that the users are actually attracted to certain characteristics or aspects of the visual properties of a website, while ignoring the rests. Therefore, this study aims to investigate which visual strongly appeals to the users by comparing the impact of common visuals with the persuasive visuals. The principles of social influence are proposed as the added value to the persuasiveness of the web visuals. An experimental study is conducted and the PLS-SEM method is employed to analyse the obtained data. The result of the exploratory analyses demonstrated that the structural model has better quality when tested with persuasive data sample compared to non-persuasive data sample, evident with stronger coefficient of determination and path coefficients. Thus, it is concluded that persuasive visual provides better impact towards users’ attitude and behavioural intention of a website.

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