| Summary: | 博士 === 國立交通大學 === 管理科學系所 === 98 === Many homepages are crowded with a huge amount of information and ads. However, little evidence has examined how people evaluated a Web site with such a high-density homepage. Therefore, this study empirically investigates the effects of homepage screen density on users’ Web site evaluations in term of attitudes and behavioral intentions towards a Web site. In addition, this paper examines whether a user’s personality affects his or her Web site evaluation. Results of an experiment that manipulated the density of the homepage screen show that subjects prefer homepages with a moderate screen density; that homepage screen density significantly influences the Web site evaluations of Intuition and Feeling types, but not of Sensing and Thinking types; and that homepage screen density significantly influences the Web site evaluations of Intuitive-Feelers (NF), but not of Sensing- thinkers (ST). The practical implications of the findings are that although a moderate-density homepage design is a general condition for positive Web site evaluations, the influences of individual difference in personality types must also be considered.
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