Journalism and Mass Communications, College of


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A THESIS Presented to the Faculty of The Graduate College at the University of Nebraska In Partial Fulfillment of Requirements For the Degree of Master of Arts Major: Journalism and Mass Communications Under the Supervision of Professor Linda J. Shipley Lincoln, Nebraska April, 2010 Copyright 2010 Vishal Singh


Web communications has become a critical component of mass communications and media today. Web sites must be user-friendly if they are to communicate effectively. This study examines the relationship between user motivation and the likability and usability of web sites. Web designers, stakeholders, and web site owners need to pay close attention to the likability and usability of a web site since these are key components of its credibility.

A key finding of this study indicates there is not a direct relationship between likability of a web site and its usability. Often, web designers and web site owners judge web sites mainly by the their look and feel. However as this study finds, it is of the utmost importance to also take into consideration the web sites’ usability. Usability will help the web site achieve a deeper level of credibility.