網頁設計對離線購買意願影響

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(1)國立臺灣師範大學管理學院全球經營與策略研究所碩士論文 Graduate Institute of Global Business and Strategy College of Management National Taiwan Normal University Master Thesis. 網頁設計對離線購買意願影響 The Impact of Website Design on Off-line Purchasing Intention. 學生：高素燕 Student: Nicha Manorotkul. 指導教授：周世玉博士 Advisor: Shihyu Chou Ph.D.. 中華民國 101 年 6 月 June, 2012.

(2) 摘要. 此研究探討網站設計對離線購買意願之影響。近十年來使用網路溝通的人數日益增長，透過某些網站購物的人數也變多，因此便於研究者研究網站設計、信心及網上購物之間關係。不少研究確認網站設計會影響到網上購買意願。但關於網站設計如何影響到離線購買意願卻不曾研究。此研究目標為測量資訊設計、導航設計、視覺設計三種設計對於顧客滿足感及信心，進而測量滿足感及信心對於離線購買意願之影響。此研究經網上問卷收集資料後，使用 SPSS 來計算所有關係。得到的結果確認了除視覺設計與信心關係外，其他都有顯著正相關。據此發現，此研究建議網站設計不但影響線上購買意願，而且同樣影響到離線購買意願。. 關鍵字：網站設計、滿足感、信心、離線購買意願. i.

(3) Abstract. This research investigates how website design relates to off-line purchasing intention. The growth in popularity of Internet transactions allows us measure the relationship between website design, trust, and online shopping.. There are numbers. of research that confirm that website design does influence online purchasing intention. However, the impact of website design on off-line purchasing intentions has not previously been modeled. This study aims to measure the impact of three categories of website design, Information Design, Navigation Design, and Visual Design, on the satisfaction and confidence of customers. Alternately, the relationship of satisfaction and confidence of customers to their off-line intention of purchasing will be evaluated. This research uses online questionnaires in order to collect data from Internet users. In turn, the overall model will be tested using SPSS. The results confirm almost all paths of the model. It suggests website design characteristics should be a significant factor in off-line patronage similar to conclusions obtained from previous research that focused on the relationship between websites and purchasing intentions. Keywords: Website design, Satisfaction, Confidence, and Off-line purchasing intention. ii.

(4) Table of Contents Chapter 1. Introduction……………………………………………………………1. 1.1. Research Motivation and Purposes………………………………………....1. 1.2. Research Question………………………………………………………….3. 1.3. Outline of the Thesis……………………………………………….…….4. Chapter 2. Literature Review………………………………………………..…...5. 2.1. Website Design…………………………………………………………….5. 2.2. Satisfaction…………………………………………………………………6. 2.3. Confidence……………………………………………………………….7. 2.4. The Relationships between Website Design and Satisfaction as well as between Website Design and Confidence……………………..…………8. 2.5. The Relationships among Satisfaction, Confidence and Purchasing Intention……………………………………………………………………10. Chapter 3. Methodology…………………………………………………………15. 3.1. Measurements of Research Variables………………………………………15. 3.2. Sampling Design……………………………………………….…………..19. Chapter 4. Empirical Data Analysis……….…………..…………………………20. 4.1. Sample Profile…………………………….………………………………20. 4.2. Construct Validation…………….………………………………………….23. 4.3. Hypothesis Testing……………………………………………………….25. Chapter 5. Concluding Remarks…..………..……………………………………31 iii.

(5) 5.1. Summary………………………………………………..…………………31. 5.2. Implication for Restaurant Management………………………..…………33. 5.3. Research Limitation……………………………………….………………34. References……………………………………………………………………………36 Appendix: Survey Questions………………………………………………………..43 Chinese Version…………………………………………………………………43 Thai Version……………………………………………………………………..46 English Version………………………………………………………………...48. iv.

(6) List of Tables. Table 1. Hypotheses……………………………………………………………….14. Table 2. Summary of Questionnaire Items…………………….……………………17. Table 3. Participant Demographics…………………………………………………21. Table 4. Descriptive Statistics…………...………………………………………….22. Table 5. Summary of Reliability Analysis…….……………………………………24. Table 6 AVEs and Squared Correlations…………………….……………………..25 Table 7 Summary of β Coefficients….…………………….……..………………..28 Table 8. Results of Hypothesis Testing…………………………………………..…30. v.

(7) List of Figures. Figure 1 Research Model…………….……………………………………………...13 Figure 2 Regression Structural Model……………………………………………...26. vi.

(8) Chapter 1 Introduction. 1.1 Research Motivation and Purposes Website design refers to a construct of information, layout, color, sound, content, image and functionality of a website (Cyr, 2008). Design reflects the concept of an internet-vendor. It impacts consumer’s attitude and feelings toward the store. For those that are effective, it satisfies customers, provides them more confidence in the brand, induces them to make a purchase, and even creates e-loyalty (Flavian, 2006). In these past few decades, the Internet has had a radical impact on social and commerce fronts, including the development of World Wide Web with its blogs, social networking and online shopping stores. There are over a billion of Internet users worldwide, according to Internet Usage Statistics (2007). Businesses have to change themselves to adapt to the environment and take advantage of this presented opportunity. Not only huge enterprises can have websites, minor SMEs such as clothes shops and furniture stores also provide web pages, including food and beverage store that do not allow online-purchasing. It can be seen that Internet has turned out to be a significant tool of doing business. The competition is tense. Managers have to find the factor of success to compete in the market. Some researches tested the relationship between website design and loyalty. They suggested that satisfaction and confidence, define as trust, are mediators between website design elements and loyalty (Yoon, 2002; Flavian, 2006). There are. 1.

(9) also many previous studies found that consumers who have a favorable of website appearance are more likely to purchase from the site (Loiacono, 2000; Kim and Lee, 2006). Garrett (2003) has divided website design into three categories, Information Design (ID), Navigation Design (ND), and Visual Design (VD). First of all, ID is how information organized and placed in a website. Perceptions of the website aesthetics induce consumer’s emotions and affect the attitudes towards the store and purchasing intention (Tranctinsky and Lowengart, 2007). Providing good quality detail of a product, a map, and the contact information reduce hesitation and encourage consumers to consider buying from a website (McKinney, 2002). Information that is organized professionally tends to gain more trust from the consumer (Wang, 2005; Flavian, 2006). The users who cannot find the detail they want will leave the site (McKinney, 2002). Thus, the ease of access to information is another important factor. Second, ND is concerned with the navigation and tools that help users in using a website. Websites also need navigation tools that can help consumers search for information. Too many photos and introduction videso may slow down the site and irritate the consumer (Loiacono, 2000; Kim and Stoel, 2004; Kim and Lee, 2006). Finally, VD deals with the aesthetic beauty and the appearance of the website. Even though the graphic design may affect the download speed, images are still necessary. First, images of the product work as a kind of information (Levin, 2003). Customer prefers to know what to expect from the vender. Second, aesthetic appeal of the website plays a role in consumer’s satisfaction (Tarasewich, 2003). Harmonious, 2.

(10) professional, and organized design induces the emotion and attitude toward the product. At the same time, the aesthetic appeal encourages users to stay at the site longer, in turn, increase the possibility of purchasing (Judy, 2007). Using data collected from participants in many countries such as Canada, Germany, and China, Cyr (2008) have tested the relationship of these design categories to e-loyalty cross-culturaly, with mediation through e-satisfaction and confidence. The result confirmed that website design is significantly related to satisfaction and confidence,. and in turn, influence e-loyalty.. Although there are many research that confirms the positive relation between website design and online purchasing intention, no previous work has examined how website design is related to off-line purchasing intention.. 1.2 Research Question The research question of this thesis is: whether or not design of the website influences the off-line purchasing intention through the surveyed satisfaction and confidence of the consumer. To test the influence of website design toward off-line purchasing intention, the model of website design and relationship to trust, satisfaction, and e-loyalty (Cyr, 2008) is adapted. This research specific design categories for Information Design (ID), Navigation Design (ND), and Visual Design (VD), according to previous literature. It is expected that these design categories will result in satisfaction and confidence, and consequently impact off-line purchasing intention. 3.

(11) The relationship will be tested by utilizing a data set collected via online-survey presented in three languages, English, Chinese, and Thai.. 1.3 Outline of the Thesis This chapter establishes that the website design, ID, ND, and VD is expected to impact off-line purchasing intention. The literature shows that the mediator between the two variables is consumer confidence and satisfaction. It also shows that cultures can induce consumer’s attitude toward website design, which can influence the relationship. Chapter 2 is a review of the academic literature on impact of website design. It provides the definitions and identifies the most important dimension of culture, and the significant finding in previous literatures. Chapter 3 discusses the methodology and instrument to measure the seven variables of the model. It explains each step of the researching method and items used for the questionnaire. Chapter 4 is result and chapter 5 is the conclusion of this thesis.. 4.

(12) Chapter 2 Literature Review. This section is the basis of this research. It begins with the definition of factors used in overall model. Then, identifies relationships of all paths of overall model base on previous literatures.. 2.1 Website Design Website Design is concerned with how a website is organized. The elements of website design includes colors, boxes, menu bars, and other tools which help users to access the website with ease. According to Ranganathan and Grandon (2002), website design refers to the way in which the content of the website is arranged. Design elements include architecture of the information, metaphors, transparency of terminology, ease of access, and level to which the site is customer centric (Egger, 2001). Garrett (2003) divided the categories of website design into Information Design, Navigation Design, and Visual Design.. Information Design Information Design is concerned with how the information is placed and organized in the website. It refers to the elements of the website which carry accurate or inaccurate information about products or services the site provides for users (Cyr, 2008). Garrett (2003) suggested that the location of an icon on the screen would also be in the area of Information Design whether or not the icon or 5.

(13) text contains the right information for users. According to Flavian (2006), in some studies, information design is only a component of a larger construct, “usability”, as same as navigation and website structure.. Navigation Design Navigation Design involves with the navigation of the website. It focuses on making website easy to use.. Cyr (2005) suggested that the navigational scheme. plays the role of either helping or hindering user in accessing different section of the website.. Visual Design Visual Design is a design element concern about the aesthetic beauty and image of website. According to Cyr (2005), element of visual design deals with balance, emotional appeal, aesthetics, and uniformity of the graphic look of the website. It also includes colors, photos, shapes, and font type (Gerrett, 2003).. 2.2 Satisfaction Satisfaction refers to fulfillment or gratification the consumer gain when he or she visits a website or an internet vendor. Oliver (1980) argued that satisfaction is, psychologically, a result of consumer experiences after consumption. A satisfied customer will be more likely to repurchase or consider repurchasing than those who were dissatisfied (Al-Wugayan, Pleshko and Baqer, 2007). Anderson and Srinivasan 6.

(14) (2003) argue that website satisfaction is contentment and respect the customer has toward his or her prior purchasing experience with an online vendor. Balasubramanian (2003) argued that positive navigation experience and perception of a well design of website lead to website satisfaction. Many previous research cite a positive navigation and well designed website may lead to consumer website satisfaction (Agarwal and Venkatesh, 2002; Fogg, 2002; Hoffman and Novak, 1996; Nielsen, 2001). 2.3 Confidence Confidence is how certain or degree of certainty a customer feels when one make a judgment about the brand (Howard, 1989; Bergkvist, 2009) Tsai (2010) also argued that confidence refers to impression of the quality a customer judge toward a brand, and is also a correctness of preferences and beliefs of a customer. Psychologically, confidence is a cognitive component that shows the degree of certainty of a belief or attitudes (Krishnan and Smith, 1998). It might be affected by a customer’s knowledge or prior experiences (Fazio and Zanna, 1978; Goff and Gibbs, 1993; Yi and La, 2003). Generally, confidence is the certainty customers have toward their own evaluation of products and services. Morgan and Hunt (1994) defined trust as confidence in the exchange partner’s reliability and integrity. Teimouri (2012) used confidence as the same factor as trust. In this study, confidence is also similar to trust.. 7.

(15) 2.4 The Relationships between Website Design and Satisfaction as well as between Website Design and Confidence. Website design categories and characteristics have been used in many current works. The objective of this research is to test the validity of the model construction. To achieve the goal, design categories suggested by Garrett (2003), Information Design, Navigation Design, and Visual Design, were selected to forecast the map construct to satisfaction and confidence. In the social network, information is one of the most significant factors. Internet-users may be satisfied by and trust the site that equips accurate and accessible information. Good information provided in the website makes the product fall into the high-touch category (Levin, 2003). Information is one way to substitute for the in-store sensory shopping experiences (Park and Stoel, 2005). According to McKinney (2002), customers who were dissatisfied with the information provided in the website will leave the site without purchasing. Information is considered as an important factor that can generate confidence (Wang, 2005; Flavian, 2006) and satisfaction. In the current study, it is expected Information Design will result in both satisfaction and confidence. Hypothesis 1a:. Positive information design will result in positive website satisfaction.. Hypothesis 1b:. Positive information design will result in positive website confidence. 8.

(16) In order to provide interactivity and satisfaction, websites needs functional navigation tools. Efficient navigation design not only lets consumers easily access products and services information, but also allows the consumer to enjoy the website interactivity. McKinney (2002) suggested that even though the information presented in the website is thorough, but if the content is difficult to search, the consumer is still likely to leave the site. Jones and Kim (2010) also argued that a website should be fast and ease to navigate, so that consumer can reach for pertinent information, secure for monetary and information exchanges. Yoon (2002) found the relationship between navigation design and website satisfaction. Thus, this study expects navigation design to influence website satisfaction and website confidence. Hypothesis 2a:. Positive navigation design will result in positive website satisfaction.. Hypothesis 2b:. Positive navigation design will result in positive website confidence.. Visual design is another important categories of website design. The site aesthetics is found to be a factor that determines a consumer’s satisfaction during an encounter with an online vendor (Wang, 2008). Tractinsky and Lowengart (2007) argued that visual aesthetics of the website induce emotions of customer. Jones and Kime (2010) suggested that since online vendor cannot provide the physical environment for the consumer, thus website visual design is responsible for 9.

(17) interacting with the internet-user via the image through the screen. According to Tarasewich (2003), website aesthetics was considered to be able to influence consumer’s enjoyment. Karvonen (2000) confirmed that graphical look of a website related to confidence, while the study of Wang (2005) showed that visual design did not significantly related to confidence. However the research in this area is limited. This research expected visual design influence satisfaction and confidence. Hypothesis 3a:. Positive visual design will result in positive website satisfaction.. Hypothesis 3b:. Positive visual design will result in positive website confidence.. 2.5 The Relationships among Satisfaction, Confidence and Purchasing Intention. According to previous studies, the influence of customer satisfaction on customer retention becomes more complex (Mittal and Kamakura, 2001). However satisfaction alone is not enough to retain the customer (Heskett, 1994; Schneider and Bowen, 1999; Danesh, 2012). Thus, confidence is a factor developed beyond satisfaction to retain customers in long-term period (Morgan and Hunt, 1994). Gilaninia (2011) found that satisfaction is a significant predictor of confidence, defined as customer trust. The work of Danesh (2012) also confirmed that satisfaction has a positive effect on confidence. Therefore, the following hypothesis is set:. 10.

(18) Hypothesis 4:. Positive website satisfaction will result in positive website confidence.. Many previous empirical studies have confirmed the relationship between website design, satisfaction, and online purchasing intention. Palmer (2002) argued that organization, information content and navigation of the site are important to website success. Yoon (2002) found that website design elements such as ease of navigation positively related to satisfaction. Wang (in press) found that good visual design of the website positively influences consumer’s satisfaction. Holland and Menzel-Baker (2001) found website satisfaction relates to stickiness, and Chuan (2007) confirmed that stickiness results in intention to purchase. Few studies have examined the relationship of website design, satisfaction and off-line purchasing intention. Jones and Kim (2010) tested the relative impact of trust, off-line patronage, involvement, and website quality on online shopping intention. The results confirmed that off-line patronage influence online purchasing intention. However, the scope of the study only focused on online shopping. According to earlier work in which positive website satisfaction is expected to increase purchasing intention, this study raises the following hypothesis:. Hypothesis 5:. Positive website satisfaction will result in increasing of off-line purchasing intention.. In previous researches, confidence is found to be able to predict purchasing 11.

(19) intention. Confidence is more sensitive to advertising than brand attitude and purchasing intention (Lehmann, 1977). And, consumer confidence significantly influences consumer behavior of purchasing (Park and Lessig, 1981). It is found that repeated reminding of brand through marketing leads to confidence, and confidence causes purchasing intention (Howard, 1989). Unlike other online vendors, purchasing in restaurant industry will occur off-line. Thus, the website design can only play the role of advertisement. Previous studies confirmed that confidence is sensitive to advertising and influence purchasing intention; this research predicts confidence is able to influence off-line purchasing intention.. Hypothesis 6:. Positive website confidence will result in increasing of off-line purchasing intention.. Figure 1 below presents the model of research and table 1 below summarizes all the hypotheses.. 12.

(20) Figure 1. Research Model. 13.

(21) Table 1: Hypotheses Hypotheses Hypothesis 1a. Positive information design will result in positive website satisfaction.. Hypothesis 1b. Positive information design will result in positive website confidence.. Hypothesis 2a. Positive navigation design will result in positive website satisfaction.. Hypothesis 2b. Positive navigation design will result in positive website confidence.. Hypothesis 3a. Positive visual design will result in positive website satisfaction.. Hypothesis 3b. Positive visual design will result in positive website confidence.. Hypothesis 4. Positive website satisfaction will result in positive website confidence.. Hypothesis 5. Positive website satisfaction will result in increasing of off-line purchasing intention.. Hypothesis 6. Positive website confidence will result in increasing of off-line purchasing intention.. 14.

(22) Chapter 3 Methodology. To investigate the relationship of website design and off-line purchasing intention, it is important to measure each variable in the model. This thesis adapts an instrument from previous literature to test the strength of three categories of design, satisfaction, confidence, and restaurant purchasing intention.. 3.1 Measurements of Research Variables The tool this study used for collecting the data is a questionnaire created based on previous studies. The population this research aims to study is world-wild internet users. Thus, to enlarge the sample size, the questionnaire is presented in three languages which are English, Chinese, and Thai. This questionnaire is divided into two parts. The first part contains personal information question. This part appeared in form of alternative choice question list. The questions cover sex, age, education, and occupation. The second part provides three groups of restaurant website. Each group has three to four sites concentrating separately on information design, navigation design, and visual design. Participants were asked to visit one of these websites than answer a set of question about attitude participants have toward a website. This question set is a rating scale question with each of the items is measured by means of a 5-point Likert-type scale (strongly disagree = 1 to strongly agree = 5). 15.

(23) Each websites provided in the questionnaire are selected according to the result of a pretest. In the pretest, 82 participants were asked to choose one of their favorite restaurant website then answer a set of question, which is the same question set as those used in the questionnaire, about their attitude toward the website design. This study selected websites which got high score on information design, navigation design, and visual design, for use in the questionnaire. All the constructed items used in questionnaire, as present in table 2, have been validated in previous study. Definitions for information design, navigation design, and visual design are from the previous literature of Garrett (2003). The items have been validated as constructs by Cyr (2008). The items of satisfaction have been validated by Cyr and Bonanni (2005). The items of confidence have been validated by Gwinner (1998). Finally the items of restaurant purchasing intention have been validated by Ashton (2010).. 16.

(24) Table 2: Summary of Questionnaire Items. Construct. Items. Purchasing. 1. I might dine in the restaurant at Ashton (2010). intention. Source. sometime in the future (Int_1) 2. I. would. certainly dine. in. this. restaurant (Int_2) 3. I would consider dining in this restaurant (Int_3) Information Design. 1. In my online store, I find the Cyr (2008) information to be logically presented (ID_1) 2. In my online store, I find the information on this site to be sell organized (ID_2). Navigation Design. 1. I can easily navigate the website of Cyr (2008) my online store (ND_1) 2. I find the website of my online store easy to use (ND_2) 3. The site of my online store provides good navigation facilities to search the information content (ND_3). Visual Design. 1. The website of my online store looks Cyr (2008) professionally designed. and. well. presented (VD_1) 2. The screen design on the website (i.e., colors, boxes, menus, navigation tools etc.) of my online store is harmonious and well presented (VD_2) Satisfaction. 1. Website. appeals 17. to. me. visually Cyr and Bonanni.

(25) (Sat_1). (2005). 2. Website fulfils personal needs and expectations (Sat_2) 3. Website satisfies my needs (Sat_3) Confidence. 1. I believe there is less risk that I feel I Gwinner (1998) can trust the service provider (Con_1) 2. I have more confidence the service will be performed correctly (Con_2) 3. I have less anxiety when I buy the service (Con_3) 4. I know what to expect when I go in (Con_4) 5. I get the provider’s highest level of service (Con_5). 18.

(26) 3.2 Sampling Design The population this research aims to study is world-wild internet users. Thus, both online survey and questionnaire sheet were used to collect the sample. This total sample size is 200 internet users who speak English, Chinese, and Thai. Each participant was asked to visit one of existing websites which provided in the questionnaire. The language in the website will be the same as in the questionnaire, excepted for Thai version questionnaire which provided website written in English too. The online survey was posted on facebook.com, which is a social networking service. In the case that the websites selected are outstanding in visual design, the pictures of websites were printed out for questionnaire sheet. With sample size of 200 people, there are 148 Thai people, 12 Taiwanese, and 40 who speak English. There are 45 Thai people answer the questionnaire by fill out the questionnaire sheet.. 19.

(27) Chapter 4 Empirical Data Analysis. 4.1 Sample Profile As stated in Chapter 3 that both online survey and questionnaire sheet are presented in English, Chinese, and Thai, there are 148 Thai people, 12 Taiwanese, and 40 who speak English. There are 45 Thai people answer the questionnaire by fill out the questionnaire sheet. However since the sample size collected via Chinese online survey is too small to analyze separately, this thesis merge all data and analyze it as one group of sample, which has total size of 200 people. The sample consists of 61% of female and 39% of male. More than a half of samples are in the age of 21-30 and have undergraduate degree. This thesis have combined the group of age between 40-50 and above together, since the sample size of the participants age between 50-60 and over 60 are too small. Almost a half, which calculated to be 46% of the sample, is students. The details of participant demographics are shown in Table 3.. 20.

(28) Table 3: Participant Demographics Participants (n=200) Variable. Characteristic. Number. Percentage. Gender. Male. 78. 39%. Female. 122. 61%. 20 and under. 31. 15.5%. 21-30. 125. 62.5%. 31-40. 27. 13.5%. Over40. 17. 8.5%. Diploma. 35. 17.5%. Undergraduate. 121. 60.5%. Graduate. 44. 22%. Office worker. 48. 24%. Freelance. 26. 13%. Teacher. 5. 2.5%. Student. 92. 46%. Housewife. 5. 2.5%. Business person. 8. 4%. Others. 16. 8%. Age. Education level. Occupation. Shown in Table 4, each item in the questionnaire was rated from 1 (strongly disagree) to 5 (strongly agree), except for two item of purchasing intention (Int_1 and Int_3) which are rated from 2 (disagree) to 5 (strongly agree). The means of rating for each item are from 3.36 (Int_2) to 4.07 (Con_3), that are only slightly different from each other. The numbers of standard deviation are from 0.72 (Int_1) to 1.07 (VD_1). The numbers are not prominent different. 21.

(29) Table 4: Descriptive Statistics N. Minimum. Maximum. Mean. Int_1. 200. 2.00. 5.00. 4.06. 0.72. Int_2. 200. 1.00. 5.00. 3.36. 0.78. Int_3. 200. 2.00. 5.00. 4.04. 0.74. ID_1. 200. 1.00. 5.00. 3.82. 0.81. ID_2. 200. 1.00. 5.00. 3.68. 0.91. ND_1. 200. 1.00. 5.00. 3.95. 0.87. ND_2. 200. 1.00. 5.00. 3.90. 0.91. ND_3. 200. 1.00. 5.00. 3.84. 0.92. VD_1. 200. 1.00. 5.00. 3.75. 1.07. VD_2. 200. 1.00. 5.00. 3.79. 1.01. VD_3. 200. 1.00. 5.00. 3.73. 0.97. Sat_1. 200. 1.00. 5.00. 3.89. 0.90. Sat_2. 200. 1.00. 5.00. 3.87. 0.93. Sat_3. 200. 1.00. 5.00. 3.73. 0.94. Con_1. 200. 1.00. 5.00. 4.05. 0.78. Con_2. 200. 1.00. 5.00. 4.06. 0.76. Con_3. 200. 1.00. 5.00. 4.07. 0.82. Con_4. 200. 1.00. 5.00. 4.05. 0.85. Con_5. 200. 1.00. 5.00. 3.71. 0.90. Valid N. 200. (listwise). 22. Std. Deviation.

(30) 4.2 Construct Validation In order to confirm the analysis and validate the constructs in the study, Construct reliability and Construct Validity (Convergent and Discriminant validity) were used. Construct reliability is assessed using Cronbach’s α-value and composite reliability index (CR). Cronbach’s α is used to measure internal consistency or reliability of a psychometric test score. Cronbach’s α coefficient ranges in value from 0 to 1. Nunnaly (1978) indicated that if the α-value is above 0.7, then the reliability of internal consistency is acceptable. The composite reliability (CR) coefficient is also used to measure scale reliability. CR can indicate how consistence of the items without over or under estimate problem. To indicate modest internal consistency, CR should exceed 0. 7 (Hulland, 1999; Nunnally, 1978). The calculation for composite reliability is as follows:. 𝐶𝑅 =. (∑ 𝜆𝑖 )2 (∑ 𝜆𝑖 )2 + ∑ 𝜃𝑖𝑖. Table 5 shows thant overall Cronbach’s α-value exceeds the cut-off value of 0.7, which indicates satisfactory internal consistency reliability (Bryman and Cramer, 1997; Nunnally, 1978). The CR of all scales also exceeds the cut-off value of 0.7. Based on the results, it can be conclude that all items are adequate for further analysis. 23.

(31) Table 5: Summary of Reliability Analysis Means. Variances. CR. Cronbach α. ID. 3.745. 0.603. 0.832. 0.766. ND. 3.897. 0.540. 0.826. 0.748. VD. 3.757. 0.809. 0.901. 0.864. SAT. 3.827. 0.674. 0.937. 0.871. CON. 3.985. 0.358. 0.819. 0.777. INT. 3.822. 0.380. 0.836. 0.763. Next, convergent validity was tested by using the average variance extracted (AVE). Convergent validity is used to measure that the each item related to the variables. Fornell and Larcker (1981) suggest that AVE for the construct should exceed 0.5. Finally, to evaluate if an item correlates more strongly with its own factor than any other factor, the discriminant validity is assessed. According to Fornell and Larcker (1981), the AVE should be higher than the inter-correlations with other scales in the model. The calculation for the AVE is as follows:. ∑ 𝜆2𝑖 𝐴𝑉𝐸 = ∑ 𝜆2𝑖 + ∑ 𝜃𝑖𝑖. Table 6 shows that the AVE of each scale exceeds the cut-off value of 0.5, and 24.

(32) also greater than all inter-correlations with other scales. Thus, it can be conclude that the AVE of each scale is satisfied for all constructs.. Table 6: AVEs and Squared Correlations ID. ND. VD. Sat. Con. ID. 0.814. ND. 0.350. 0.667. VD. 0.377. 0.244. 0.789. Sat. 0.449. 0.293. 0.407. 0.796. Con. 0.399. 0.269. 0.288. 0.405. 0.536. Int. 0.173. 0.151. 0.265. 0.243. 0.208. Int. 0.681. 4.3 Hypothesis Testing This study chose regression method to measure relationships between information design, navigation design, and visual design and satisfaction as well as confidence, and also among satisfaction, confidence, and purchasing intention. As shown in Figure 2, the paths of information design to satisfaction, information design to confidence, visual design to satisfaction, satisfaction to confidence, and satisfaction to purchasing intention are highly significant (p < 0.001). The path of confidence to purchasing intention is significant (p < 0.01) with the exceptions of navigation design to both satisfaction and confidence (p < 0.05), and visual design to confidence is not significant. Thus, hypotheses H1a, H1b, H2a, H2b, H3a, H4, H5, and H6 are supported, whereas hypothesis H3b predicted the relationship of visual design to confidence was rejected. 25.

(33) Figure 2. Regression Structural Model. To test ensure that the extraneous variable is not affect the dependent variable, the relationships between gender, education, age, and satisfaction as well as confidence and off-line purchasing intention are all test with the regression analysis. First, only the standardized coefficients between the extraneous variables, which are gender, education, age, and independent variables, satisfaction, confidence and purchasing intention were tested. The variable of occupation was not test because it is divided into many groups and makes the sample size of each group too small. In table 7, the beta values are shown in the first raw of each variable. Second, the beta coefficients were tested again, but independent variables, which are information design, navigation design, and visual design, as well as, 26.

(34) satisfaction and confidence, are all added. In table 7, the results of beta value are shown in the second raw for comparison. Considering separately, there are only 3 variables significantly related to satisfaction, which are information design (β = 0.378), navigation design (β = 0.149), and visual design (β = 0.352). There are also 3 variables significantly related to confidence, which are information design (β = 0.287), navigation design (β = 0.158), and satisfaction (β = 0.285). And only 2 variables significantly related to off-line purchasing intention, which are satisfaction (β = 0.354) and confidence (β = 0.230) The table 7 also shows the values of R2, adjusted R2, F, and P. R2 in model 1 is only 0.028 which means there is 2.8% satisfaction can predicted by gender, age, and education. While from model 2, the value of R2 to satisfaction is 0.570, which means there is 57% that the satisfaction, which is dependent variable, can be predicted by information design, navigation design, and visual design and other variables entered (F = 27.952; P = 0.000). The adjusted R2 also shows that there is 54.9% satisfaction can be explained by other variables entered. In model 3, the value of R2 is only 0.057 which means there is 5.7% confidence can be predicted by gender, age, and education. However in model 4, the R2 of confidence shows that there is 48.6% confidence can be explained by the three variables of website design and satisfaction (F = 19.996; P = 0.000), and adjusted R2 shows the number of 46.2%. Finally, model 5 shows that R2 value is 0.034 which means there is only 3.4% purchasing intention can be predicted by gender, age, and education. However model 27.

(35) 6 shows the R2 of off-line purchasing intention that there is 30.3% off-line purchasing intention can be predicted by satisfaction, confidence, and other extraneous variables entered (F = 10.387; P = 0.000), and adjusted R2 suggest that it is only 27.4%. Table 7: Summary of β Coefficients Model 1. Model 2. Model 3. Model 4. Model 5. Model 6. Sat. Sat. Con. Con. Int. Int. Std. β. Std. β. Std. β. Std. β. Std. β. Std. β. Gender. 0.089. -0.017. 0.102. 0.031. -0.016. -0.071. Edu1. -0.015. 0.107. 0.000. 0.050. -0.071. -0.065. Edu2. -0.093. -0.050. -0.061. -0.025. -0.012. 0.035. Age1. -0.001. -0.035. -0.038. -0.041. 0.057. 0.066. Age2. -0.032. -0.084. -0.066. -0.079. 0.032. 0.059. Age3. -0.091. 0.003. -0.205. -0.133. -0.151. -0.072. ID. 0.378***. 0.287***. ND. 0.149*. 0.158*. VD. 0.352***. 0.078. Sat. 0.285***. 0.354***. Con. 0.230**. R2. 0.028. 0.570. 0.057. 0.486. 0.034. 0.303. Adjusted R2. -0.002. 0.549. 0.028. 0.462. 0.004. 0.274. F. 0.920. 27.952. 1.941. 19.996. 1.136. 10.387. P-value. 0.482. 0.000. 0.076. 0.000. 0.343. 0.000. VD=Visual. Design;. Edu=Education;. ID=Information. Design;. ND=Navigation. Sat=Satisfaction; Con=Confidence; Int=Off-line purchasing intention. 28. Design;.

(36) The summary of hypothesis testing is shown in Table 8. The results indicate that information design (β = 0.378, p < 0.001), navigation design (β = 0.149, p < 0.05), and visual design (β = 0.352, p < 0.001) are significant predictors of website satisfaction. Information design is considered to be the most important factor creating satisfaction, followed by visual design that β value is slightly lower. However, for confidence, visual design (β = 0.078) was found to be not significant. According to Table 8, information design (β = 0.287, p < 0.001) is, among three categories of design, still the most important factor creating confidence. The β value of information design is nearly double of navigation design (β = 0.158, p < 0.05). Another factor found to be significant in creating Confidence is Satisfaction (β = 0.285, p < 0.001). Finally, satisfaction (β = 0.354, p < 0.001) and confidence (β = 0.230, p < 0.001) are found to be significant predictors of purchasing intention.. 29.

(37) Table 8: Results of Hypothesis Testing Hypothesis. Causal path. Sig.. Supported. H1a. ID  Satisfaction. 0.000. Yes. H1b. ID  Confidence. 0.000. Yes. H2a. ND  Satisfaction. 0.016. Yes. H2b. ND  Confidence. 0.018. Yes. H3a. VD  Satisfaction. 0.000. Yes. H3b. VD  Confidence. 0.279. No. H4. Satisfaction  Confidence. 0.000. Yes. H5. Satisfaction  Purchasing Intention. 0.000. Yes. H6. Confidence  Purchasing Intention. 0.004. Yes. *: p<0.05; **p <0.01; ***: p < 0.001; ID=Information Design; ND=Navigation Design; VD=Visual Design. 30.

(38) Chapter 5 Concluding Remarks. 5.1 Summary In previous study, Website Design is found related to online purchasing intention (Loiacono, 2000; Yoon, 2002; Garrett, 2003; Flavian, 2006; Kim and Lee, 2006; Tranctinsky and Lowengart, 2007; and Cyr, 2008). Focusing on e-loyalty, earlier research has shown positive results of relationship between website design and online trust (Lui, Marchewka, Ku, 2004). Cyr et al. proved that website design influences trust and satisfaction and consequently have impacts on e-loyalty. Gefen and Heart (2006) found that trust would impact intention to purchase from a website. In summary, even though people may not purchase online they can still be influenced by website design to purchase at a physical store. According to the work of Cyr (2008) who found that satisfaction and trust mediates the relation between website design and E-loyalty, this study redoing the first part of Cyr’s model, and tested it with confidence and off-line purchasing intention, in order to find out if website design elements can enhance purchasing intention off-line. This study has empirically demonstrated that website design factors generate satisfaction and confidence, and in turn, satisfaction and confidence lead to off-line purchasing intention. In summary, based on the primary research conducted in this study, proposed goals set in the introduction are achieved, including:. 31.

(39)  Confirmation of model relating website design to website satisfaction and website confidence  Discovery that website satisfaction and website confidence are important predictors of off-line purchasing intention  Implication of impact of website design on off-line purchasing intention Much research has considered different set of website design elements as antecedents to satisfaction (Jones and Kim, 2010). Website categories proposed by Garrett (2003), ID, VD, and ND appear to be useful constructs for this study as well as other present and future research. The results in this study mostly corroborate the results of Cyr et al. (2008) who tested Website Design elements with Satisfaction and Trust. The statistic outcomes confirm that ID, ND, and VD are all positively connected to Satisfaction. People lay more emphasis on information design and visual design. This means that website should present information logically and be balanced to help in customer’s decision making. However since this study focus on Satisfaction and Confidence, which leads to Off-line purchasing intention, the results show that there is no significant relation between VD and Confidence. Nevertheless this study also found that ID and ND significantly related to Confidence. Even though VD is not significant related to Confidence, but found to be an important predictor of Satisfaction, which in turn generate Confidence and Off-line Purchasing Intention. This can conclude that even though visual design does not affect confidence 32.

(40) directly, it still can generate confidence through satisfaction.. 5.2 Implication for Restaurant Management This study suggests that restaurants need to develop customized websites that offer appropriate information and aesthetic design as well as navigating tools for internet users. A good designed website allows customer who never visit the physical restaurant to access the information easily. Restaurant manager should provide a clear, accurate and perfect arranged restaurant information in the website. Customers will be more satisfied, and more confidence if they know what to expect before go dining in the restaurant, especially for special occasion. Navigation tools of website also represent how professional the restaurant is managed. The website should be ease to search and fast. Customer who reaches the information easily is tend to be satisfied and have a confidence that the restaurant is managed professionally and any accident will be least. Although, visual design is found to be not significant related to confidence, but still significantly related to satisfaction, which is found to be a factor generates purchasing intention. Good information and balance of visual aesthetics of the website will satisfy website visitors and attract the attention. For a future customer who never visit the restaurant, photos and the theme of website represent concept of the restaurant. Moreover, the pictures of food and beverage also play the role of information, as they can present the look of dishes and atmosphere at the restaurant. Thus, beauty is another factor managers should consider when design the website. 33.

(41) However, photos and medias might slow down the website. Hence, managers should beware the balance between aesthetic look and practical utility of the website also.. 5.3 Research Limitations There are several limitations to the research. These include: . Small size of data. . Regression method does not indicate the direction of relationship. . There are other factors that impact the purchasing intention. First of all, although the data were collected from Internet user speaking one of three languages (English, Chinese, and Thai), still, the sample population used in this research is too small. In this thesis, the sample size of Taiwanese participants is only 12, which is not suit for separate analysis. A second limitation is that regression method is not a perfect tool to measure model. Since regression cannot indicate the direction between the variable, it is hard to ensure that, for example, satisfaction generate off-line purchasing intention. Maybe the relationship is opposite. The questionnaire used in this thesis is design for those who never visit the restaurant before, but all websites selected is existing sites. Thus, it is possible that some participants had been to the restaurant before doing the questionnaire, which might cause the bias. Finally, restaurant may not be the perfect business used to indicate the off-line purchasing intention. This study tried to investigate off-line purchasing intention by 34.

(42) using website of restaurant. Although restaurants are mostly physical type of store, but there are many factors such as reputation, advertisement, and location of the store, which are able to influence the intention of purchasing and deviate the results. To conclude, the study demonstrated the importance of design elements as they impact website satisfaction, website confidence, and off-line purchasing intention. While evolution of the Internet influences businesses through e-commerce, it also plays a role of advertising media for physical stores too. Future research that relates website design and off-line purchasing will offer numerous opportunities for businesses with new marketing strategies.. 35.

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(50) Appendix: Survey Questions. 1. Chinese Version: 第一部份：個人基本資料 (以下每題皆為單選題) 本部分是有關您的個人資料，純粹做為統計分析使用，絕不對外洩漏所填寫資料，敬請放心填寫。 1、性別： □男. □女. 2、年齡： □20 歲以下. □21-30 歲. □31-40 歲. □41-50. □歲 51-60 歲. □61 歲以上. □大學、專科. □研究所以上. □服務業. □辦事員. □自由業. □老師/教授. □學生. □家庭主婦. □業主. □農林. 3、教育程度： □高中職(含以下) 4、職業：. □其他. 43.

(51) 第二部分：(以下每題皆為單選題). 非常. 不. 不. 同. 同. 意. 非普. 同. 常. 通. 意. 同意. 意 1.. 我認為這家餐飲店的網站資訊內容呈現很有邏輯性。. 2.. 我認為這家餐飲店的網站資訊內容編排及組織的很好。. □. □. □. □. □. □. □. □. □. □. 3.. 我能夠很容易的瀏覽這家餐飲店的網站。. □. □. □. □. □. 4.. 我認為這家餐飲店的網站很容易操作使用。. □. □. □. □. □. 5.. 我認為這家餐飲店的網站提供關於此網站. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. 10. 這家餐飲店的網站滿足我的需要。. □. □. □. □. □. 11. 使用這家餐飲店的網站是很滿意的。. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. 資訊內容搜尋很好的瀏覽輔助設計。 6.. 我認為這家餐飲店的網站設計得很專業，而且網站內容呈現得很好。. 7.. 我認為這家餐飲店的網站內容元素設計得很和諧（例如：顏色、功能按鈕、選單、瀏覽工具等），而且排列放置得很好。. 8.. 這家餐飲店的網站在視覺上非常吸引我。. 9.. 這家餐飲店的網站能夠實現我個人的需要及期望。. 12. 我認為這家餐飲店的網站會出錯的風險很小。 13. 我認為我可以信任這家餐飲店的網站。 14. 在瀏覽這家餐飲店的網站時，我不會感覺焦慮。 15. 當我在瀏覽這家餐飲店的網站，我知道我的期待是什麽。 44.

(52) 16. 我認為這家餐飲店的網站提供很優質的資. □. □. □. □. □. 17. 我將會到這家餐飲店用餐。. □. □. □. □. □. 18. 一定會到這家餐飲店用餐。. □. □. □. □. □. 19. 我願意考慮到這家餐飲店用餐。. □. □. □. □. □. 訊內容。. 45.

(53) 2. Thai Version: ตอนที่ 1：(กรุ ณาเลือกตอบคาถามต่อไปนี้โดยใช้ตวั เลือกเพียงข้อเดียว). 1. เพศ: □ชาย. □หญิง. 2.อายุ: □น้อยกว่า20 □21-30ปี. □31-40ปี. □41-50ปี. □มากกว่า61. □51-60ปี. 3.การศึกษาสูงสุ ด □มัธยมปลายและ/หรื อต่ากว่า. □ปริ ญญาตรี หรื อเทียบเท่า. □ปริ ญญาโท. □สายบริ การ. □พนักงานบริ ษทั. □อาชีพอิสระ. □ครู /อาจารย์. □นักเรี ยน. □แม่บา้ น. □เจ้าของกิจการ. □เกษตรกร. □อื่นๆ. 4.อาชีพ. 46.

(54) ตอนที่ 2:. ไม่เห็นด้วยอย่างยิ่ง. ไม่เห็นด้วย. เฉยๆ. เห็นด้วย. เห็นด้วยอย่างยิ่ง. กรุ ณาเยี่ยมชมเว็บไซต์ที่กาหนด จากนั้นเลือกกาเครื่ องหมายในข้อที่ท่านเห็นว่าตรงกับความเป็ นจริ งมากที่สุดเพียงข้อเดียว. 1.. ท่านคิดว่าข้อมูลในเว็บไซต์ของร้านอาหารนี้สมเหตุสมผล. □. □. □. □. □. 2.. ท่านคิดว่าเว็บไซต์ของร้านอาหารนี้จดั เรี ยงข้อมูลได้ดี. □. □. □. □. □. 3.. ท่านเข้าถึงเว็บไซต์ของร้านอาหารนี้ได้อย่างง่ายดาย. □. □. □. □. □. 4.. ท่านคิดว่าเว็บไซต์ของร้านอาหารนี้ใช้งานได้ง่าย. □. □. □. □. □. 5.. ท่านคิดว่าเว็บไซต์ของร้านอาหารนี้มีเครื่ องมือซึ่งทาให้เข้าถึงข้อมูลได้ง่าย. □. □. □. □. □. 6.. ท่านคิดว่าเว็บไซต์ของร้านอาหารนี้ออกแบบได้อย่างดีและเป็ นมืออาชีพ. □. □. □. □. □. 7.. ท่านคิดว่าหน้าเว็บไซต์ (เช่น สี ไอคอน รายการให้เลือก และลิ้งค์ต่างๆ). □. □. □. □. □. ของร้านอาหารนี้ออกแบบมาเป็ นอย่างดีและกลมกลืน 8.. เว็บไซต์ของร้านอาหารนี้สะดุดตาท่าน. □. □. □. □. □. 9.. ท่านสามารถหาสิ่ งที่ตอ้ งการและคาดหวังได้จากเว็บไซต์ร้านอาหารนี้. □. □. □. □. □. 10. ท่านพอใจเมื่อได้สิ่งที่ตอ้ งการจากเว็บไซต์ร้านอาหารนี้. □. □. □. □. □. 11. ท่านพอใจเมื่อได้ใช้เว็บไซต์ร้านอาหารนี้. □. □. □. □. □. 12. ท่านคิดว่าเว็บไซต์ร้านอาหารแห่งนี้มีความเสี่ ยงที่จะเกิดเหตุผิดพลาดน้อย. □. □. □. □. □. 13. ท่านคิดว่าเว็บไซต์ของร้านอาหารนี้เชื่อถือได้. □. □. □. □. □. 14. ท่านไม่รู้สึกกังวลเมื่อใช้งานเว็บไซต์ของร้านอาหารนี้. □. □. □. □. □. 15. ท่านทราบดีวา่ ต้องการอะไรเมื่อใช้งานเว็บไซต์ร้านอาหารนี้. □. □. □. □. □. 16. ท่านคิดว่าเว็บไซต์ของร้านอาหารนี้ให้ขอ้ มูลที่มีประโยชน์มาก. □. □. □. □. □. 17. ท่านอยากจะไปรับประทานอาหารที่ร้านนี้. □. □. □. □. □. 18. ท่านคิดว่าจะต้องไปรับประทานอาหารที่ร้านนี้ให้ได้. □. □. □. □. □. 19. ท่านจะพิจารณาว่าจะไปรับประทานอาหารที่ร้านนี้หรื อไม่. □. □. □. □. □. 47.

(55) 3. English Version:. Part 1：Personal Information 1. Gender: □Male □Female 2. Age: □Under 20. □21-30. □31-40. □41-50. □51-60. □Over 61. □Undergraduate. □Graduate. 3. Education: □Diploma. 4. In terms of your current occupation, how would you characterize yourself? : □Service. □Office Worker. □Freelance. □Teacher. □Student. □Housewife. □Business Person. □Agriculture. □Other, please specify. 48.

(56) Part 2：Please visit one of provided restaurant’s website and answer the following. Strongly disagree. Disagree. Indifferent. Agree. Absolutely agree. questions by choosing only one correct answer. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. 8. Website appeals to you visually. □. □. □. □. □. 9. Website fulfills your needs and expectations. □. □. □. □. □. 10. Website satisfies your needs. □. □. □. □. □. 11. Using site/service is satisfactory. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. 1. At this restaurant’s website, you find the information to be logically presented 2. At the website of this restaurant, you find the information to be well organized 3. You can easily navigate the website of this restaurant 4. You find the website of this restaurant easy to use 5. The site of this restaurant provides good navigation facilities to search for information 6. The website of this restaurant looks professionally designed and well presented 7. The screen design on the website (i.e., colors, boxes, menus, navigation tools etc.) of this restaurant is harmonious and well presented. 12. You believe that at this restaurant’s site, there is less risk that something will go wrong 13. You feel you can trust the site of this restaurant 49.

(57) 14. You have less anxiety when you use the. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. □. 18. You would definitely dine at this restaurant. □. □. □. □. □. 19. You would consider dining at this restaurant. □. □. □. □. □. website of this restaurant 15. You know what to expect when you use the website of this restaurant 16. You think this restaurant’s website provides useful information 17. You might dine at this restaurant sometime in the future. 50.

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