Page 376 - MARSIUM'21 COMP OF PAPER

355 Leon (2021)
2.1.1.1 Lower Visual Complexity

Visual complexity refers to the amount of detail being presented or shown in a picture such as the differences in the amount of color
and contrast. A complex design providing rich information may increase the quality of evaluating visual objects, whereas a simple design
will minimize the cognitive effort needed for a person on visual information process, especially those having a limited processing time.
(Wu et al., 2016). More complex visual designs seem more engaging and likable (Palmer, 2002) since they invoke and maintain
consumers’ interest. (e.g., Deng and Poole, 2010; Geissler et al., 2006; Pieters et al., 2010; Stevenson et al., 2000). However, some
research found that with an increase of visual complexity, the lesser the efficiency and accuracy on visual search (Wolfe, 1994). Thus,
visual complexity is a controversial argument. People mostly get influenced by the visual complexity of the information provided
by an organization or a business, some prefer a complex design, but some do not. Therefore, the following hypotheses are presented:

H 2 : There is significant relationship between lower visual complexity and visitors’ visit intention towards restaurant selection.
02
H : There is no significant relationship between lower visual complexity and visitors’ visit intention towards restaurant selection.

2.1.1.2 Uniform Page Appearance and Layout

There are three kinds of design categories that complement the business operation and to attract their potential customer as well which
includes website design, content design and social cue design. Website design is a kind of visual design, such as layout and color that
gives the first impressions to their customer; content design, such as information provided on the website; and social cue design, which
is embedded in the webpage interface and allows people to communicate with each other by using different media (Karimov et al. (2011).
The atmosphere of a website, including the atmosphere and layout design, will affect the sense of pleasure and arousal in visitors (Eroglu
et al., 2003). To enhance visitors’ intention towards restaurant selection, uniform page appearance and layout can be implemented.
Therefore, the researcher hypothesizes:

H 3 : There is significant relationship between uniform page appearance and layout and visitors’ visit intention towards restaurant
selection.
03
H : There is no significant relationship between uniform page appearance and layout and visitors’ visit intention towards restaurant
selection.

2.1.2 EXPOSURE EFFECTS

2.1.2.1 Brand Recognition

Brand memory is usually measured by testing brand recall, cued recall and brand recognition. Among these three, recognition is
considered the most sensitive and valid measurement to assess memory, especially in low-involvement conditions (Goodrich, 2011; Lee
and Ahn, 2012), (Perfect and Askew, 1994; Shapiro et al., 1997), (Krugman, 2000). Mere exposure effect suggests that favourable
attitudes can be formed via a brief and repeated exposure of a stimulus in an unconscious situation (Kunst-Wilson and Zajonc, 1980;
Zajonc, 2001). Brand recognition is the first and most important step of a business, which significantly impacts consumer decision-
making. Relying on the explanation given above, the following hypothesis was generated.

H 4 : There is significant relationship between brand recognition and visitors’ visit intention towards restaurant selection.
04
H : There is no significant relationship between brand recognition and visitors’ visit intention towards restaurant selection.

2.1.2.2 Endorsed Brand Attitudes

According to previous studies on the mere exposure effect, quick and frequent saccades of a brand message could positively affect brand
attitude (Coates et al., 2006; Goodrich, 2011; Shapiro et al., 1997). A positive attitude toward an unfamiliar brand would most likely
occur under brief and repeated brand exposures, but not for a single, long brand exposure (Lee and Ahn, 2012). It can be seen that
consumers’ attitude towards the recognized brand is to image that they patronize and purchase the company’s products. Therefore, the
following researcher hypothesizes is proposed:

H 5 : There is significant relationship between endorsed brand attitude and visitors’ visit intention towards restaurant selection.
05
H : There is no significant relationship between endorsed brand attitude and visitors’ visit intention towards restaurant selection.

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