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Do pretty sites sell better? : the effects of aesthetics on consumer buying behaviour: an experiment on consumer electronics webshops

Boon, J.M. (2014) Do pretty sites sell better? : the effects of aesthetics on consumer buying behaviour: an experiment on consumer electronics webshops.

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Abstract:It is hypothesised that while both types of aesthetics have a positive influence on the buying intentions of all types of visitors, classical aesthetics have a stronger positive effect on the buying intentions of utilitarian shoppers, and expressive aesthetics have a stronger positive effect on the buying intentions of hedonic shoppers. Using a randomised experiment which resulted in a dataset of over 500 cases, these hypotheses were tested using statistical analyses. These analyses lead to the conclusion that indeed a strong presence of either form of aesthetics has a positive influence on the buying intentions of both types of shoppers. Furthermore, evidence showed that the positive influence of classic aesthetics is stronger for utilitarian shoppers than for hedonic shoppers. However, no significant variation was found between the positive effects of expressive aesthetics on buying intentions of hedonic and utilitarian visitors. Lastly it can be concluded that the positive relationship between classic aesthetics and buying intentions is more significant for both types of shoppers than the positive relation between expressive aesthetics and buying intentions.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration BSc (56834)
Link to this item:http://purl.utwente.nl/essays/65438
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