Title:
A Cost-Benefit Model of Website Design: An Empirical Study
Abstract: Many studies have been conducted to investigate the
effect of Web design elements on user attitude, user satisfaction, purchase
intention, purchase decision, and purchase behavior. However, these investigations
seldom consider the benefits the users obtain or perceive and the corresponding
costs related to the Web design element during their Website surfing that
may influence the above constructs. Borrowing the categorization of Web design
elements into motivators and hygiene factors, this empirical study applies
an exchange theory that views a Website visit as an exchange transaction.
It is argued that motivators are the benefits the users obtain from such
an exchange transaction, while hygiene factors are the corresponding costs.
The purpose of this study is two-fold: 1) to identify the Website design
elements that constitute as exchange benefits and its corresponding exchange
costs; thus a cost-benefit model of Website design elements is proposed,
and 2) to observe the effect of this cost-benefit model on user attitude,
satisfaction, and online purchase intention. A laboratory experiment shows
that, as hypothesized, 1) perceived motivators have a positive effect on
attitude toward online purchase and user satisfaction, and 2) perceived hygiene
factors have a negative effect on attitude toward online purchase and user
satisfaction. A brief practical and theoretical implication is discussed.
Author: Paulus Insap Santosa