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Web design for different user generations : the impact of aesthetics on emotions and quality perceptions

Hormann, Tina Marie (2020) Web design for different user generations : the impact of aesthetics on emotions and quality perceptions.

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Abstract:Purpose: With widespread lockdowns and consumers encouraged to social distancing brought about by COVID-19, e-commerce has become more important than ever to the apparel industry. An increased number of consumers have embraced online apparel as a channel for consumption. Generation X and Z form two important online consumer segments to apparel companies. Yet, little is known about their decision-making in online environments based on aesthetic website preferences. This study explores Generation X and Z’s emotional and behavioral responses towards aesthetic web designs in a comprehensive model incorporating the classical and expressive aesthetics framework, theory of core affect, and appraisal of website quality. Design. A 2x2 mixed factorial design by means of an online survey was conducted to measure the implicit perception from generational cohorts towards the aesthetical design of four self- designed website stimuli (classical: high vs. low; expressive: high vs. low) in addition to their emotional and behavioral responses. Findings. The findings reveal that both classical and expressive aesthetics impact core affect (valence and arousal). While classical aesthetics and expressive aesthetics are both positively linearly associated with valence, their relationship with arousal can be described with a curvilinear relationship (inverted U-turn). Although generational cohorts do not moderate the relation between aesthetics and core affect, their affective response towards web designs differ. Generation X experience more positive valence and higher activating (arousal) levels being exposed to expressive aesthetics than Generation Z. Whereas valence has an effect on appraisal of website quality, arousal has not.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:54 computer science
Programme:Business Administration MSc (60644)
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