The Effects of Interactive Images and Goal-Seeking Behavior on Telepresence and Site Ease of Use

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An effective website is usable and engaging. In this article we investigate how navigation bar images and text may increase perceptions of website ease of use and interactivity. In an experiment we found that clickable images that accurately communicated the content they were linked to contributed to higher perceived levels of telepresence and stronger feelings that the website was easy to use. We also found that users responded strongest when images were coupled with text. We discuss the managerial and research implications of these findings.