An experimental study on influence of aesthetic interface in B2C: E-retail website concerning first impression and behavioral intention

Hong, Yunfeng (2010) An experimental study on influence of aesthetic interface in B2C: E-retail website concerning first impression and behavioral intention.

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Abstract:This study focused on exploring users’ attributed affect, cognitive process and behavior on high aesthetic website interface which had been overlooked in B2C E-retail researches. Basing on literature review of Munsell’s color harmony formula and Golden Section theory, this experiment conducted a 2×2 factorial design, in which there were two independent variables of aesthetical interface – layout balance (Golden Section layout vs. Symmetrical balance layout) and color harmony (color harmony vs. color disharmony), to investigate individual effect on three dependent variables, customers’ perceived attractiveness, emotions and behavioral intention to use. During the experiment, through respondent-driven sampling technique, 150 Chinese participants made assessment on emotional reflection and users’ behavioral intention of target website, and then gave responses to seven questions about its aesthetic quality. Ultimately, the results indicated that only the presence of layout balance significantly impacted on users’ emotion, whereas the presence of color harmony had no significant influence on three dependent variables. Due to the results of this study are inconsistent with previous studies, further researches should continuously devote to author’s research direction. Additionally, with respect to designing E-retail websites, the results suggested that website designer should adopt Golden Section layout rather than symmetrical balance layout. Besides that if E-retail websites are consisted of abound colorful images, designers should pay more attention on the structure rather than color scheme of interface frame.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/60504
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