The effects of web site aesthetics and shopping task on consumer online purchasing behavior

Shun Cai, Jie Yu, Yunjie Xu

Research output: Contribution to conferencePaperpeer-review

13 Citations (Scopus)

Abstract

This research-in-progress investigates the effects of website aesthetics and shopping task type on consumer attitude towards electronic shopping sites. The conceptualization of website aesthetics is based on the two-dimensional structure, namely, classical and expressive aesthetics, proposed by Lavie and Tractinsky (2004). The online shopping tasks are categorized as hedonic versus utilitarian shopping tasks. A pre-test was conducted for selection of utilitarian and hedonic products. Based on the results of the pre-test, a laboratory experiment was designed to capture the effects of website aesthetics on online consumer purchasing behavior across different shopping tasks.

Original languageEnglish
Pages3477-3482
Number of pages6
DOIs
Publication statusPublished - 2008
Externally publishedYes
Event28th Annual CHI Conference on Human Factors in Computing Systems - Florence, Italy
Duration: 5 Apr 200810 Apr 2008

Conference

Conference28th Annual CHI Conference on Human Factors in Computing Systems
Country/TerritoryItaly
CityFlorence
Period5/04/0810/04/08

Keywords

  • Classical aesthetics
  • Expressive aesthetics
  • Website aesthetics

ASJC Scopus subject areas

  • Software
  • Human-Computer Interaction
  • Computer Graphics and Computer-Aided Design

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