Aesthetics and credibility in web site design

Web sites often provide the first impression of an organization. For many organizations, web sites are crucial to ensure sales or to procure services within. When a person opens a web site, the first impression is probably made in a few seconds, and the user will either stay or move on to the next site on the basis of many factors. One of the factors that may influence users to stay or go is the page aesthetics. Another reason may involve a user’s judgment about the site’s credibility. This study explores the possible link between page aesthetics and a user’s judgment of the site’s credibility. Our findings indicate that when the same content is presented using different levels of aesthetic treatment, the content with a higher aesthetic treatment was judged as having higher credibility. We call this the amelioration effect of visual design and aesthetics on content credibility. Our study suggests that this effect is operational within the first few seconds in which a user views a web page. Given the same content, a higher aesthetic treatment will increase perceived credibility.     

Multigroup Confirmatory Factor Analysis: Locating the Invariant Referent Sets

Multigroup confirmatory factor analysis (MCFA) is a popular method for the examination of measurement invariance and specifically, factor invariance. Recent research has begun to focus on using MCFA to detect invariance for test items. MCFA requires certain parameters (e.g., factor loadings) to be constrained for model identification, which are assumed to be invariant across groups, and act as referent variables. When this invariance assumption is violated, location of the parameters that actually differ across groups becomes difficult. The factor ratio test and the stepwise partitioning procedure in combination have been suggested as methods to locate invariant referents, and appear to perform favorably with real data examples. However, the procedures have not been evaluated through simulations where the extent and magnitude of a lack of invariance is known. This simulation study examines these methods in terms of accuracy (i.e., true positive and false positive rates) of identifying invariant referent variables.