Does textual word-of-mouth affect look and feel?

Milica Stojmenovic, John Grundy, Vivienne Farrell, Robert Biddle, Leonard Hoon

Research output: Chapter in Book/Report/Conference proceedingConference PaperResearchpeer-review

3 Citations (Scopus)


In the field of HCI, website usability and visual appeal have been studied extensively. Participant experience with a website genre influences the use and perception of the website. Word-of-Mouth (WOM), such as user reviews, influences users in hotel, restaurant, movie, and many other e-commerce domains. Thus, a company's or product's reputation can alter a consumer's behaviour towards that product. Our work aimed to acquire an understanding of the effect of textual WOM on usability and visual appeal. This is a novel approach to the topic. This research was undertaken using an unfamiliar city council website to exclude the influence of one's own past experiences and to allow for greater control of the textual WOM. We found that visual appeal, objective and subjective usability were all influenced by text that established reputations.

Original languageEnglish
Title of host publicationProceedings of the 28th Australian Computer-Human Interaction Conference (OzCHI 2016)
EditorsCallum Parker
Place of PublicationNew York NY USA
PublisherAssociation for Computing Machinery (ACM)
Number of pages9
ISBN (Electronic)9781450346184
Publication statusPublished - 2016
Externally publishedYes
EventAustralian Computer Human Interaction Conference 2016 - Launceston, Australia
Duration: 29 Nov 20162 Dec 2016
Conference number: 28th (Proceedings)


ConferenceAustralian Computer Human Interaction Conference 2016
Abbreviated titleOZCHI 2016
Internet address


  • Aesthetics
  • Reputation
  • Usability
  • Visual appeal
  • Websites
  • Written/textual WOM

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