With the growing importance of the Internet as information source and increased competition online, website designers have to take into account a variety of aspects to meet the target groups' preferences. The study at hand focuses on the influence of users' preferred communication modes to get an understanding of drivers of website satisfaction. The research model extends known theories from the technology acceptance literature and tests the influence of communication mode through the evaluation of a website. The model is tested employing structural equation modelling. Multiple group analysis exhibits differences between people who prefer text over visual based communication modes. The results reveal major differences between the two preferred communication modes. The main driver for verbalizers is content while the main driver of satisfaction for visualizers is design. These results indicate that website designers need to take the preferred mode of communication into account to facilitate online information search.
|Title of host publication||Information Communication Technologies in Tourism 2010|
|Editors||Gretzel, Ulrike; Law Rob; Fuchs Matthias|
|Place of Publication||Lugano|
|Pages||273 - 284|
|Publication status||Published - 1 Mar 2010|