Sewak Saurabh S, Wilkin Noel E, Bentley John P, Smith Mickey C
Roger Green and Associates, USA.
Res Social Adm Pharm. 2005 Jun;1(2):289-309. doi: 10.1016/j.sapharm.2005.03.012.
Recent attempts to propose criteria for judging the quality of pharmaceutical and healthcare Web sites do not distinguish between attributes of Web site design related to content and other attributes not related to the content.
The Elaboration Likelihood Model from persuasion literature is used as a framework for investigating the effects of Web site design on consequents like attitude and knowledge acquisition.
A between-subjects, 2 (high or low involvement)x2 (Web site designed with high or low aspects of visual appeal) factorial design was used in this research.
College students were randomly assigned to these treatment groups yielding a balanced design with 29 observations per treatment cell. Analysis of variance results for the effects of involvement and Web site design on attitude and knowledge indicated that the interaction between the independent variables was not significant in both analyses. Examination of main effects revealed that participants who viewed the Web site with higher visual appeal actually had slightly lower knowledge scores (6.32) than those who viewed the Web site with lower visual appeal (7.03, F(1,112)=3.827, P=.053).
Results of this research seem to indicate that aspects of Web site design (namely aspects of visual appeal and quality) may not play a role in attaining desired promotional objectives, which can include development of favorable attitudes toward the product and facilitating knowledge acquisition.
近期提出的用于评判制药和医疗保健网站质量的标准，并未区分与内容相关的网站设计属性和与内容无关的其他属性。
运用说服文献中的精细加工可能性模型作为框架，来研究网站设计对诸如态度和知识获取等结果的影响。
本研究采用了组间2（高或低参与度）×2（具有高或低视觉吸引力的网站设计）析因设计。
大学生被随机分配到这些处理组，得到了一个平衡设计，每个处理单元有29个观测值。对参与度和网站设计对态度和知识的影响进行方差分析的结果表明，在这两项分析中，自变量之间的交互作用均不显著。对主效应的检验显示，观看具有较高视觉吸引力网站的参与者，其知识得分（6.32）实际上略低于观看具有较低视觉吸引力网站的参与者（7.03，F(1,112)=3.827，P=.053）。
本研究结果似乎表明，网站设计方面（即视觉吸引力和质量方面）可能在实现期望的促销目标中不起作用，这些目标可能包括培养对产品的积极态度和促进知识获取。
