The Effects of Website Familiarity on Website Quality and Intention to Use

  • Scott McCoy
  • Eleanor T. Loiacono
  • Gregory D. Moody
  • Cristóbal Fernández Robin
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 8016)


Previous research has revealed that mere exposure to a website can positively influence a user’s experience with that website. This research extends this line of investigation by looking into the influence of familiarity on ads that appear on a website as well as the website itself. The results revealed familiarity to have a significant impact on ad evaluation directly and website quality indirectly (through ad entertainment and informativeness).


Website quality WebQual entertainment online advertisement Internet experiment 


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Copyright information

© Springer-Verlag Berlin Heidelberg 2013

Authors and Affiliations

  • Scott McCoy
    • 1
  • Eleanor T. Loiacono
    • 2
  • Gregory D. Moody
    • 3
  • Cristóbal Fernández Robin
    • 4
  1. 1.Mason School of BusinessWilliamsburgUSA
  2. 2.School of BusinessWorcester Polytechnic InstituteUSA
  3. 3.University of Nevada Las VegasUSA
  4. 4.Académico Departamento de IndustriasUniversidad Técnica Federico Santa MarıaChile

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