Improving knowledge acquisition from informational websites: A neuroIS study

Abstract

This research investigates the relationship between the relevance of website imagery with the given text, emotions and cognition and in return how those constructs influence knowledge acquisition and willingness of website revisits of online users. It particularly examines the moderating role of need-for-cognition on the relationship between website stimuli, emotion and cognition. We conducted lab experiments using electroencephalography (EEG) to investigate the phenomenon. The initial phase of data collection has been completed. We hope to contribute to NeuroIS literature. Specifically, that examines the role of website design for emotional and cognitive responses and their relationship with online users’ knowledge acquisition and their willingness to revisit websites.