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

Richard Peng, Daniel Peak, Victor Prybutok, Chenyan Xu

Research output: Contribution to journalArticle

4 Citations (Scopus)

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.

Original languageEnglish (US)
Pages (from-to)190-209
Number of pages20
JournalNankai Business Review International
Volume8
Issue number2
DOIs
StatePublished - Jan 1 2017

Fingerprint

Online shopping
Vendors
Web sites
Shopping experience
Enjoyment
Evaluation
Design methodology
Marketing
Electronic commerce
Psychology
Buyers
Theoretical framework
Consumer perceptions
Product value

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Strategy and Management

Cite this

Peng, Richard ; Peak, Daniel ; Prybutok, Victor ; Xu, Chenyan. / The effect of product aesthetics information on website appeal in online shopping. In: Nankai Business Review International. 2017 ; Vol. 8, No. 2. pp. 190-209.
@article{ff5dde8044ab428e813c40c5716b8f81,
title = "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.",
author = "Richard Peng and Daniel Peak and Victor Prybutok and Chenyan Xu",
year = "2017",
month = "1",
day = "1",
doi = "10.1108/NBRI-11-2016-0038",
language = "English (US)",
volume = "8",
pages = "190--209",
journal = "Nankai Business Review International",
issn = "2040-8757",
publisher = "Emerald Group Publishing Ltd.",
number = "2",

}

The effect of product aesthetics information on website appeal in online shopping. / Peng, Richard; Peak, Daniel; Prybutok, Victor; Xu, Chenyan.

In: Nankai Business Review International, Vol. 8, No. 2, 01.01.2017, p. 190-209.

Research output: Contribution to journalArticle

TY - JOUR

T1 - The effect of product aesthetics information on website appeal in online shopping

AU - Peng, Richard

AU - Peak, Daniel

AU - Prybutok, Victor

AU - Xu, Chenyan

PY - 2017/1/1

Y1 - 2017/1/1

N2 - 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.

AB - 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.

UR - http://www.scopus.com/inward/record.url?scp=85020250159&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85020250159&partnerID=8YFLogxK

U2 - 10.1108/NBRI-11-2016-0038

DO - 10.1108/NBRI-11-2016-0038

M3 - Article

AN - SCOPUS:85020250159

VL - 8

SP - 190

EP - 209

JO - Nankai Business Review International

JF - Nankai Business Review International

SN - 2040-8757

IS - 2

ER -