THE IMPACTS OF HOMEPAGE SCREEN DENSITY ON WEBSITE EVALUATIONS: THE MODERATING ROLE OF PERSONALITY TYPE

We investigated whether or not a user's personality affects his or her attitude and behavioral intention towards a website. Results of an experiment in which the density of the homepage screen was manipulated show that participants prefer homepages with a moderate screen density, that homepage screen density significantly influences the website evaluations of intuiting and feeling types, but not of sensing and thinking types, and that the influence of homepage screen density on website evaluation varies according to individual cognitive style. The practical implications of the fmdings are that although a moderate-density homepage design is a condition for general positive website evaluations, the influence of individual difference in relation to personality types must also be considered.