The influence of humanlike navigation interface on users’ responses to Internet advertising

The present study integrates literature from the interface design and Internet advertising effectiveness literature to examine whether a humanlike navigation interface will increase the effectiveness of Internet advertising. The study employs a post-test only with a control group experiment design to examine whether and how a humanlike navigation interface will have effects on users’ responses to Internet advertising. The study found that a humanlike navigation interface leads to more favorable attitudes toward the Internet advertisement, the advertised product, higher interface evaluation and immersive feeling, and better product information recall. Implications and limitations of the study were discussed.