Cognitive effect of product-based animation on interface aesthetics of web-based stores

Abstract

The increasing internet penetration and the convergence of the online population with the world population highlight the significance of user experience and marketing strategies in the digital landscape. Businesses aim to enhance their online marketing activities, while users seek ease of use, entertainment, and satisfaction from websites. In this context, web animation has emerged as a critical tool for capturing the attention of online consumers. Web animation, defined as “any kind of movement on websites,” has gained prominence due to improved internet speeds and software tools. However, its precise implications for consumer attitudes remain unclear.

This paper delves into the impact of product-based web animation on consumer perceptions, specifically aesthetics, entertainment, satisfaction, loyalty, and ease of use. The research investigates whether product-specific animations can mitigate the potential negative effects of web animations and enhance their attraction to online users.

The study draws on various hypotheses and employs statistical analyses to explore the influence of product-based animations compared to static websites. It finds that product-based animated websites have a more positive impact on consumer perceptions of entertainment, satisfaction, loyalty, and ease of use, while the effect on aesthetics is not statistically significant.

These findings provide valuable insights for web designers and digital marketers, emphasizing the potential of product-based animations to improve user satisfaction and loyalty in e-commerce settings. The study also highlights the need for further research to explore the impact of animation on purchase intentions, consider mobile interfaces, and analyze animation effects across different user profiles and geographic regions, offering promising avenues for future investigations in this evolving field.