The purpose of this study is to investigate the influence of different types of web page design on browsers' attitudes, figure out if the information processing styles play the moderating roles, and examine the relationship between attitude towards the web page and visit intention. Three web pages are designed specially for this research. They are created in different types, words only, pictures only, and combination of words and pictures. Respondents are undergraduate students, and answer questionnaires online. SPSS 14 is used to perform statistical analyses. Principal findings are summarized as follows. First, there is no significant difference between high and low NFC individuals about attitude towards the web page when the tourism web page presents in words (all-verbal) design. However, when the web page is only composed of pictures without any written description, NFC individuals, without respect to high or low NFC, show much lower level of attitude towards the web page and no differences appear between them. Second, the statistical analysis shows a higher level of attitude towards the web page is associated to high PFA individuals, compared with low PFA individuals, when the tourism web page presents in pictures (all-visual) design. When the tourism web page presents in words design, high and low PFA individuals show much lower level of attitude towards the web page and no differences appear between them. Third, we find that individuals with high NFC and high PFA are significantly different from the other groups when the tourism web page presents in combination (words and pictures) design. They show higher level of attitude towards the web page, compared with the other processor groups. Lastly, result shows that there is a positive correlation between attitude towards the web page and visit intention. Attitude towards the web page has a significant impact on visit intention, namely, higher level of Awp, then higher level of VI.

Master of Science / Department of Hotel, Restaurant, Institution Management & Dietetics / Ki-Joon Back / The objectives of this research were to address the impacts of positive and negative emotions on customers’ satisfaction and customers’ repeat visit intentions, and to investigate the mediating effect of customer satisfaction on the relationship between emotion and customers’ repeat visit intentions. A theoretical model of the formation of repeat visit intentions was proposed through a comprehensive review of the literature. Richins’ Consumption Emotion Set (1997) was modified to make it suitable for application in the lodging industry. The modifications were based on the participants’ responses to each emotion descriptor in the pilot test. Surveys were completed by graduate students and faculty members, undergraduate students at a Midwestern university, and conference attendees. Of 259 surveys returned, 248 responses were used for data analysis. Data were analyzed using factor analysis and a series of regression analysis. Positive and negative consumption emotions were found to have a significant effect on customer satisfaction and repeat visit intentions. Results also provided evidence of a significant association between customer satisfaction and repeat visit intentions. Customer satisfaction was found to be a full mediator in the relationship between customers’ positive and negative consumption emotions and repeat visit intentions. The loss aversion of the prospect theory was empirically supported in the formation of customers’ repeat visit intentions since results indicate that negative emotion has a greater influence on customer satisfaction and customers’ repeat visit intentions. Results support the importance of considering the impact of customers’ emotions on post-purchasing behaviors when developing better marketing and service strategies to achieve higher occupancy rate and retain customers.