The effect of product aesthetics information on website appeal in online shopping. Issue 2 (5th June 2017)

• Record Type: Journal Article
• Authors: Peng, Xianghui; Peak, Daniel; Prybutok, Victor; Xu, Chenyan
• Is Part Of: Nankai business review international. Volume 8:Issue 2(2017)
• Page Start: 190
• Page End: 209
• Publication Date: 2017-06-05
• Subjects: Experimental design -- Structural equation modeling -- E-commerce -- Affective mechanisms -- Cognitive mechanisms -- Product aesthetics; Industrial management -- China -- Periodicals; Business enterprises -- China -- Periodicals; 658.40095105
• DOI: 10.1108/NBRI-11-2016-0038
• Languages: English
• ISSNs: 2040-8749

Abstract

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.