PERCEIVED WEBSITE COMPLEXITY, TELEPRESENCE AND USER ATTITUDES: THE MODERATING ROLE OF ONLINE USER TASKS.
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TL;DR
It is found that online user tasks moderate the relationship between perceived complexity and telepresence, and examples of theoretical and practical implications of the findings are given.
Abstract
The article discusses a study that focuses on online user tasks, both goal-directed and experiential, and how those tasks are affected by perceived complexity of websites. The article states that perceived website complexity may increase telepresence by providing sensory depth, and hypothesizes that perceived website complexity will be negatively related to telepresence for goal-oriented users, and present an inverted-U relationship in experiential users. The article presents the results of the study, which found that online user tasks moderate the relationship between perceived complexity and telepresence, and gives examples of theoretical and practical implications of the findings.