Visual design and online shopping experiences: When expertise allows consumers to refocus on website attractiveness

IF 0.8 Q4 BUSINESS Recherche et Applications en Marketing-English Edition Pub Date : 2022-03-01 DOI:10.1177/20515707221087627

Florence Jeannot, Eline Jongmans, M. Dampérat

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引用次数: 1

Abstract

To improve consumers’ online shopping experiences, companies invest in the visual design of their websites. Although some studies show that visual design positively influences consumer reactions, other studies do not confirm that influence. This research is aimed at exploring those contrasting findings by investigating two boundary variables (website use and user expertise) that delimit the scope of the positive influence of visual design on consumer intentions towards using and recommending e-commerce websites. Two preliminary studies (Study A and Study B) investigate the level at which visual design is mentally construed. The two main studies (Study 1 and Study 2) test our research hypotheses. Study 1 results reveal that visual design exerts different effects on individuals’ intentions depending on when the site is evaluated (before vs after use). Study 2 provides greater insight into the role of visual design after the actual use of the website by considering the moderating role of user expertise. Those findings lead to concrete recommendations about how e-retailers can create more engaging experiences.

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视觉设计和在线购物体验:当专业知识让消费者重新关注网站的吸引力时

为了改善消费者的网上购物体验，公司投资于网站的视觉设计。尽管一些研究表明视觉设计对消费者反应有积极影响，但其他研究并没有证实这种影响。本研究旨在通过调查两个边界变量（网站使用和用户专业知识）来探索这些对比的发现，这两个变量界定了视觉设计对消费者使用和推荐电子商务网站的积极影响的范围。两项初步研究（研究A和研究B）调查了视觉设计在心理上的解释水平。两项主要研究（研究1和研究2）检验了我们的研究假设。研究1的结果表明，视觉设计对个人的意图产生了不同的影响，这取决于网站的评估时间（使用前和使用后）。研究2通过考虑用户专业知识的调节作用，对网站实际使用后视觉设计的作用提供了更深入的了解。这些发现为电子零售商如何创造更具吸引力的体验提出了具体建议。

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来源期刊

Recherche et Applications en Marketing-English Edition BUSINESS-

CiteScore

0.50

自引率

12.50%

发文量

期刊介绍： Recherche et Applications en Marketing (English edition) is a peer reviewed academic international journal publishing original research in the field of marketing in French and translated into English. It is a main reference for the development and dissemination of new concepts and new methods in marketing. The journal publishes articles covering any aspect of marketing, including consumer behaviour, communication, retailing, CRM, new product development and more. The journal publishes research articles, research notes, critical state of the art papers, and also articles offering perspectives from other disciplines which might be applied to marketing. Recherche et Applications en Marketing is an official journal of the AFM (French Marketing Association - Association Française du marketing). It is the leading French research journal in the field of marketing which has been published since 1986, and in both English and French since 2007.