An Investigation of the Effects of Website Aesthetics and Usability on Online Shoppersâ•Ž Purchase Intention
نویسندگان
چکیده
Aesthetics is advocated as a key factor influencing consumer judgment and preference; however, research in IS and HCI has paid limited attention to it until recently. This study investigated the effects of website aesthetics, along with website usability, on users’ online purchase intention. Additionally, the moderator of task involvement was introduced to explain how aesthetics influences utilitarian shopping value through “halo effects”. The results of our survey revealed that, although aesthetics is a significant antecedent to hedonic shopping value, its effect on utilitarian shopping value weakens as users’ task involvement increases. Besides, the relationship between website aesthetics and usability was reexamined. Implications for practices were also suggested.
منابع مشابه
An Investigation of the Effects of Website Aesthetics and Usability on Online Shoppers' Purchase Intention
Aesthetics is advocated as a key factor influencing consumer judgment and preference; however, research in IS and HCI has paid limited attention to it until recently. This study investigated the effects of website aesthetics, along with website usability, on users’ online purchase intention. Additionally, the moderator of task involvement was introduced to explain how aesthetics influences util...
متن کاملSignaling effect of website usability on repurchase intention
After-sale service quality is a key to differentiating an online seller from numerous others and attracting returning customers. However, new customers cannot readily discern the quality of unfamiliar sellers. Sellers often try to reduce the information asymmetry and signal their quality by ensuring good website interface usability, considering that the website is the main point of contact with...
متن کاملUnderstanding of website usability: Specifying and measuring constructs and their relationships
a r t i c l e i n f o Developing a usable website is pivotal for e-business success. Researchers have devoted effort to develop metrics, guidelines and theories of website usability, yet there still is a lack of consensus on the multifaceted dimensions of website usability and lack of investigation of the nomological networks among website usability constructs. This study first investigated the...
متن کاملAn Empirical Analysis of the Relationship between Usability and Online Advertising Effectiveness through the Online Consumer Trust, Satisfaction and Purchase Intentions’ Levels
Among other aspects, literature has proposed that electronic commerce success depends on usability that consumers perceive in the website they use. However, the study of usability presents important lacks, such as its relationship with advertising effectiveness. This paper proposes that usability influences on advertising effectiveness due to the significative effects of usability on consumer t...
متن کاملDeveloping a Theory of Website Usability: An Exploratory Study to Identify Constructs and Nomological Networks
Extended Abstract 1 Developing a usable website is pivotal for e-business success, yet previous studies have reported that current websites contain numerous usability problems. There are many reasons for poorly designed websites, but this research focuses on the lack of a good theory of website usability, a theory that explains and predicts the effects of website usability on online customer pe...
متن کامل