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How Communication Modes Determine Website Satisfaction

  • Conference paper
Information and Communication Technologies in Tourism 2010

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Abstract

With the growing importance of the Internet as an information source and increased competition online, website designers have to take into account a variety of aspects to meet the target groups’ preferences. The study at hand focuses on the influence of users’ preferred communication modes to get an understanding of drivers of website satisfaction. The research model extends known theories from the technology acceptance literature and tests the influence of communication mode through the evaluation of a website. The model is tested employing structural equation modelling. Multiple group analysis exhibits differences between people who prefer text over visual based communication modes. The results reveal major differences between the two preferred communication modes. The main driver for verbalizers is content while the main driver of satisfaction for visualizers is design. These results indicate that website designers need to take the preferred mode of communication into account to facilitate online information search.

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Author information

Authors and Affiliations

  1. Institute for Tourism and Leisure Studies, Vienna University of Economics and Business, Austria

    Brigitte Stangl

  2. Department of Tourism and Hospitality Management, MODUL University Vienna, Austria

    Astrid Dickinger

Authors
  1. Brigitte Stangl
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  2. Astrid Dickinger
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Editor information

Editors and Affiliations

  1. Laboratory for Intelligent Systems in Tourism, Texas A&M University, Texas, USA

    Ulrike Gretzel

  2. School of Hotel & Tourism Management, The Hong Kong Polytechnic University, Hong Kong

    Rob Law

  3. European Tourism Research Inst. (ETOUR), Mid Sweden University, Sweden

    Matthias Fuchs

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Stangl, B., Dickinger, A. (2010). How Communication Modes Determine Website Satisfaction. In: Gretzel, U., Law, R., Fuchs, M. (eds) Information and Communication Technologies in Tourism 2010. Springer, Vienna. https://doi.org/10.1007/978-3-211-99407-8_23

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