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La organización de la información de un sitio web: efectos en el consumidor

Septiembre 2007, Vol. 12, nº 2

María Sicilia Piñero y Salvador Ruiz de Maya

This paper analyzes the effect of information organization on consumer’s information processing, attitudes and behavior in a website environment. It includes a comparative analysis between two experimental conditions: an organized and a disorganized website. Results show that in the organized website the individual processes more information concerning the products and other sections of the website (central route). This influence provokes that website and product attitudes become more favorable when the website is organized. Intention to revisit the website is also higher. Moreover, when the information in the website is organized, information search efficiency is enhanced. In summary, these results confirm the relevance of the information organization on the Internet.

Keywords: Information organization, website, information processing, attitudes, consumer behavior.

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