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

Authors:
Shun Cai;Yunjie Xu;Jie Yu
Affiliations:
The Logistics Institute - Asia Pacific, Singapore, Singapore;National University of Singapore, Singapore;National University of Singapore, Singapore
Venue:
CHI '08 Extended Abstracts on Human Factors in Computing Systems
Year:
2008

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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.