Impact of website visual design on user experience and website evaluation: The sequential mediating roles of usability and pleasure

Eline Jongmans (), Florence Jeannot (), Lan Liang and Maud Dampérat ()
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Eline Jongmans: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes, UGA - Université Grenoble Alpes
Florence Jeannot: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes, INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics
Lan Liang: University of Colorado [Denver]
Maud Dampérat: UL2 - Université Lumière - Lyon 2, COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne

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Abstract: In this study, we investigate how website visual design affects users' experience, then their subsequent attitudinal and behavioural outcomes towards the website. We investigate the roles of usability and pleasure, two important constructs of user experience, and propose a three-path sequential mediation model. We test the model with experiments in which we assign web users with varied levels of website visual design in two studies, one with a fictional website and the other with comparable webpages from real e-commerce websites. In both experiments, we find a consistent positive effect of website visual design on website evaluation variables through a sequential mediation of usability and pleasure. An alternative reversed mediation model in which pleasure precedes usability is also tested but found to be unsupported.

Keywords: web user experience e-commerce visual design usability pleasure mediational; web user experience; e-commerce; visual design; usability; pleasure; mediational (search for similar items in EconPapers)
Date: 2022-11-22
New Economics Papers: this item is included in nep-exp
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-04159555v1
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Citations: View citations in EconPapers (3)

Published in Journal of Marketing Management, 2022, 38 (17-18), pp.2078-2113. ⟨10.1080/0267257X.2022.2085315⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-04159555

DOI: 10.1080/0267257X.2022.2085315

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