Chapter 1 Introduction
1.1 Background and motivation
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Chapter 1 Introduction
1.1 Background and motivation
In today’s world, there are lots of stores, brands and organizations. From the profit-oriented movie to non-profit-oriented museum, to make people know you or something about you, anything may need to promote. “Promotion has been defined as the coordination of all seller initiated efforts to set up channel of information and persuasion in order to sell goods and service or promote an idea.” (Belch & Belch, 2009). Promotion is one side of the communication process with customers (Rowley, 1998) And window displays is a way to promotion, too. Like feature of promotion, window display is also a communication way to customer (Kernsom &
Sahachaisaeree, 2010). Moreover, Somoon and Sahachaisaree (2012) defined that window display not only convey the type and positioning of mechanize, but also the promotional strategies and corporate images. Besides, the design of window display aims to draw and attract display viewers’ attention. (Morgan, 2008;
Kernsom & Sahachaisaeree, 2011) As previous mentioned, under the huge demand of promotion and Internet generalization, promotion website gradually emerge as the times require. Hereby, the promotion website is a kind of website aimed to promote something. For example, movie promotion usually belong to this kind of website. In order to promote the movie to people and let people know more about it in a short time, it needs more eye-catching and contains some information inside the whole presentation. Briefly speaking, the promotion website is like window display but presentation in web environment.
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In the information age, museum needs to make good use of technologies to get closer to the people. Over the past decade, the number of online museum visitors has increased significantly. (Marty, 2008) Research has revealed that over 70% of people visiting a museum website would subsequently be more likely to go and visit the “real” museum. (RLoomis, Elias & Wells, 2003). To response of that, museums are gradually interested in the digitizing of their collections not only for the sake of preserving the cultural heritage, but to also make the information content accessible to the wider public in a manner that is attractive (Styliani, Fotis, Kostas & Petros 2009). Also, National Palace Museum in Taipei (NPM) in Taipei started the Digital Archives in 2002. (National Palace Museum, 2015) The main purpose is digitizing the artworks of its collection. With these digital resources, NPM can use them broadly on further digital applications. Besides, in recent years,
“museums have changed from being predominantly custodial institutions to becoming increasingly focused on audience attraction.” (Gilmore & Rentschler, 2002). The role of museum has changed. In order to get people’s attentions, museums promote themselves even by organizing innovative programs to create
‘new ways for audiences to participate in museum learning’ (Spitz & Thom, 2003).
Besides, website is also the most common way to touch people.
The origins of websites began in early 1990s. From then on, there are lots of researches discussing about the website design, and one of them is the relationship between functionality and aesthetics. (Thorlacius, 2007) However, with the recent shift from a functional vision to an experience vision, the aesthetic of the website is
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considered to be more influent on users’ preference. (Tractinsky, Shoval-Katz &
AndIkar, 2000; De Angeli, Lynch & Johnson, 2002; Overbeeke, Djajadiningrat, Hummels & Wensveen, 2002; De Angeli, Sutcliffee & Hartmann, 2006) Usability may no longer be the only, or even the main, determinant of user satisfaction.
Instead, visual aesthetics of website interfaces is a strong determinant of users’
satisfaction and pleasure (Laviea & Tractinsky, 2004; De Angeli et al., 2006;
Robins & Holmes, 2008) Norman (2004) also claims that the aesthetic design can have more influence on user preference than traditional functional usability. Why researchers pay more attention on visual aesthetic of website recently? One of the reasons must be relative to the user behavior. Nielsen (2008) showed that 17%
webpage visiting is over in 4 seconds. Lindgaard et al. (2006) indicated that users’
first impressions are constructed in about 50 milliseconds. Therefore, users’ initial feelings are crucial and will decide whether or not “visitors” become a “users” of the website during the few seconds. (Tractinsky et al., 2006; Bonnardel, Piolat &
Bigot, 2011) And visual aesthetics of the website is the directly reason which can affect users’ initial feelings. Shenkman and Jönsson (2000) also found that the best predictor of overall judgments by general website users was the impression of beauty. In general, Visual aesthetics plays an important role in users’ evaluations of website. (Schenkman & Jönsson, 2000; Lavie & Tractinsky, 2004; Tractinsky et al., 2006; Bonnardel et al., 2011)
Experience is another hot topic in recent years. Norman, Miller and Henderson (1995) firstly mentioned the term “UX” as an Apple Fellow as a User Experience
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Architect. Since 1998, Pine II and Gilmore indicated that experience economy is coming. (Pine II & Gilmore, 1998; Pine II & Gilmore, 1999) The concept of experience is broadly applied in all kinds of domain. In 2000, Garrett (2002) show a model that is about the element of user experience on web design, and it got lots of responses that make Garrett (2002) even publish a book to reply to these responses. Then the user experience on web design is gradually become a popular topic.
Experience can divide into three types: experiencing, a user experience, and co-experience. (Roto, Law, Vermeeren & Hoonhout, 2011) The first type is described as individual’s stream of perceptions. Its interpretations and resulting are emotions. The second type emphasizes the outcome and memories of an experience.
The finally type also call ‘group experience’. Just like its name, it focuses on experience of together with other people. There are lots of research discuss about
“experiencing” on aesthetic design of web. Most aesthetic design of web researches are related to perceiving usability, (Tractinsky, Shoval-Katz & AndIkar, 2000;
Overbeeke, et al., 2002; De Algeli, Sutcliffee & Hartmann, 2006) or aesthetic appeal is positively related to trustworthiness. (Shneiderman, 2000; Robins &
Holmes, 2008; Alsudani & Casey, 2009; Li & Yeh, 2010) Other aesthetic design of web is about users’ preference. (Jennings, 2000; Lavie & Tractinsky, 2004;
Alexandre, Javier, Klaus & Frank, 2009; Bonnardel et al., 2011; Markovic , 2012) Many researches discuss “a user experience” on whole web design, especially applying on business domain and customer loyalty. (Constantinides, 2004;
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Tractinsky & Lowengart, 2007) In addition, researches about museum website usually emphasize on the whole web design reflection on usability, learning and other experience. (Hertzum, 1998; Cunliffe, Kritou & Tudhope, 2001; Lin &
Gregor, 2006) But it seldom takes aesthetic design to discuss “a user experience” in promotion website. Therefore, this study wants to address this gap.
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