온라인 쇼핑몰 고객 감정과 시각적 자극이 지각된 정보품질과 정보검색 성과에 미치는 영향

Recently, there has been a noticeable trend regarding user interface design among the Web pages of gigantic online shopping malls in Korea. They have used computer graphics, animations, and various Web programming languages in their Web pages to make splash advertisements and banners. But, based upon a comprehensive information systems (IS) literature review, there has been little empirical evidence on customers' positive emotions as well as the visual stimuli of ads and banners that affect online customers' perceived information quality and information search performance in a Web context. The goals of this study is to examine 1) the effects of the online customer positive emotions on their perceived information quality and information search performance and 2) the role of the visual stimuli of ads and banners as a mediating variable. A survey of college students and practitioners was conducted in 2011. Amos ver. 18 was used for all data analysis. The results showed that there are strong relationships not only between online customer's positive emotions and perceived information quality, but also between positive emotions and information search performance. This study also found the significant direct and indirect effects of the visual stimuli of ads and banners on perceived information quality and information search performance. Because a single empirical study is not sufficient to validate the findings, further research should address the limitations of this study and apply the findings of this study in specific contexts.