Abstract
Many organizations use AI tools for quick and inexpensive website design. However, this trend brings up questions about how users perceive similarities and differences between AI and human designed websites. Ruel (2023) found that users rated human designed websites higher in content quality, navigation, consistency, and credibility than AI generated sites. Kwak et al. (2023) examined nonprofit websites specifically using visual rhetorical theory to test perceived interface design consistency and found correlations between high appeal quality and perceived warmth and consistency. Both studies concluded that perceived consistency and credibility led to higher rates of business and charitable donations. This research builds on the literature in visual perception and visual rhetoric by studying nonprofit service websites and asking the following research questions: 1) How do AI generated websites compare to human designed websites in perceived warmth? 2) How do AI generated websites compare to human designed websites in perceived credibility? 3) How do AI generated images of people compare to traditional photographs on websites in perceived warmth and credibility? 4) How do AI generated websites compare to human designed websites in perceived persuasion? This study is currently being conducted by having one group of users interact with an AI website for The Children’s Justice Center and another use a human designed website. Both groups complete a follow-up survey and an exit interview with the researchers. The research uses a mixed methods approach.
Presenters
Leslie HowertonAssistant Professor, Department of Communication, Weber State University, Utah, United States Mylynn Felt
Assistant Professor, Department of Communication, Weber State University, Utah, United States
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
AI, Websites, Visual Perception, Visual Rhetoric, Nonprofit
