Abstract
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).
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McCoy, S., Loiacono, E.T., Moody, G.D., Fernández Robin, C. (2013). The Effects of Website Familiarity on Website Quality and Intention to Use. In: Yamamoto, S. (eds) Human Interface and the Management of Information. Information and Interaction Design. HIMI 2013. Lecture Notes in Computer Science, vol 8016. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-39209-2_25
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DOI: https://doi.org/10.1007/978-3-642-39209-2_25
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