The effect of product aesthetics information on website appeal in online shopping

Abstract

Purpose This research posits that e-vendors can use product aesthetic information (PAI) as a strategic positing tool to shape consumers’ perceptions of e-vendors’ websites. Design/methodology/approach To test this framework, variations on a garment’s color (a crucial element of product aesthetics) are presented to four different treatment groups to determine whether aesthetic treatment influences the perception of the website. Findings The results suggest that consumers who consider a product visually appealing also perceive the e-vendor’s website as useful, resulting in enjoyment of the shopping experience. Positive perceptions lead consumers to form positive attitudes toward the vendor’s website. Originality/value While product aesthetics is well-studied in marketing and psychology, its relevance to the e-commerce domain is relatively underexplored. To fill the void, the paper proposes a theoretical framework that explains how PAI influences buyers’ cognitive and affective evaluations of their online shopping experiences, which in turn shapes their attitudes toward e-vendors’ sites.

Perceived e-service quality and e-store loyalty: The moderated mediating effect of webpage aesthetics and e-customer satisfaction

“…It provides more insight into the relationship between customer satisfaction and customer loyalty. Lastly, it does have studies focuses on webpage aesthetics (Wang et al, 2011;Peng et al, 2017). However, most of those studies are done in developed countries.…”

“…Researchers agreed that aesthetics is one of the key determinants of customers' behavior. Extant studies examined the relationship among the aesthetics, perceived e-service quality, and e-customer satisfaction, and e-store loyalty in the developed countries (Wang et al, 2011;Peng et al, 2017), there is a lack of research on the potential impacts of these types of relationships in developing nations. Cultural differences between developed nations and developing nations might lead to different consumer behaviors, and it is evident in Hofstede and Bond (1984).…”

Analyzing the effects of visual aesthetic of Web pages on users’ responses in online retailing using the VisAWI method

“…However, studies on the website design aesthetics are limited to the users of Web information systems (Park et al, 2004;Schenkman and Jönsson, 2000). Peng et al (2017) discovered that aesthetics information is a significant dimension of website quality. However, few studies have been carried out on the significance of the Web design aesthetics for online customers.…”

“…Over the recent years, a large number of researchers (Tractinsky et al, 2000;Mahlke et al, 2007;Lindgaard et al, 2011; JRIM 14,4 Papachristos and Avouris, 2011;Schenkman and Jönsson, 2000;Chang et al, 2014; have conducted research to examine "the effects of website aesthetics on the user's comments on their perception of user interface"; however, some studies mostly focused on the user interaction with the user interface in the applied information systems. Jiang et al (2016) and Peng et al (2017) announced that every customer has an angle on how a product is presented on the website. Web aesthetics give customers a taste of the product and shape their perception of its overall quality.…”

Beauty matters: reducing bounce rate by aesthetics of experience product portal page

“…Specifically, Li and Yeh (2010) address the role of product portal page aesthetics in influencing trust in mobile commerce. Customers’ perception of a website’s usefulness can be improved by product portal page aesthetics and lead to favorable online shopping experiences (Peng et al , 2017). Scholars have also pointed out that the form and appeal of product portal page aesthetics can positively impact service quality and customer satisfaction in online retailing (Wang et al , 2010).…”