Effects of Humor and Realism in Hypermedia

摘要

Hypermedia is multimedia. Structural features such as graphics, color, animation, video and audio that were studied in traditional media have also been found in the online environment (Rodgers & Thorson, 2000). Factors related to consumer behavior, attitude, and perceptions in the online environment have been gradually explored in the academic literature (Ducoffe, 1996; Chen & Wells, 1999; Eighmey, 1997; Koufaris, 2000; Coyle & Thorson, 2001). Perceived informa-tiveness and entertainment were critical perceptual antecedents to consumer assessment of the value of a commercial message (Ducoffe, 1996), and attitude toward the site (Ast) (Chen & Wells, 1999). Recent literature has started exploring the effects of interactive features on website appeal (Ghose & Dou, 1998), and that of e-store characteristics on e-store sales and traffic (Lohse & Spiller, 1998). Some experimental studies have also examined the effect of animation and image maps on perceived telepresence and consumer attitude (Coyle & Thorson, 2001), and that of the use of pop-up windows on consumer decision-making processes (Xia & Sadharshan, 2000). This paper examines the effects of two specific presentation attributes―the use of product-related humor and interactive product demos―on perceived informativeness and entertainment, as well as a visitor's overall attitude toward the site (Ast).