User Evaluation of Websites: From First Impression to Recommendation

Content, usability, and aesthetics are core constructs in users’ perception and evaluation of websites, but little is known about their interplay in different use phases. In a first study web users (N=330) stated content as most relevant, followed by usability and aesthetics. In study 2 tests with four websites were performed (N=300), resulting data were modeled in path analyses. In this model aesthetics had the largest influence on first impressions, while all three constructs had an impact on first and overall impressions. However, only content contributed significantly to the intention to revisit or recommend a website. Using data from a third study (N=512, 42 websites), we were able to replicate this model. As before, perceived usability affected first and overall impressions, while content perception was important for all analyzed website use phases. In addition, aesthetics also had a small but significant impact on the participants’ intentions to revisit or recommend.