Can Visual Quality of Websites Affect Time Perception?
Website visual quality is one of the most important factors in determining the first impression of a website which influences users’ attitudes and behaviors towards the website. Previous research that investigated visual quality of websites tended to limit their interest to immediate responses such as attractiveness and performance efficiency. On the other hand, little research has been done to understand whether the first impression of the website created by visual quality can influence consumers’ cognition and behavior beyond the immediate response. To fill this gap, the present study is designed to investigate to what extent visual quality of a website can influence consumers’ online engagement and time perception.