The Influence of the Centrality of Visual Website Aesthetics on Online User Responses: Measure Development and Empirical Investigation

Supavich Fone Pengnate (), Rathindra Sarathy () and Todd J. Arnold ()
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Supavich Fone Pengnate: North Dakota State University
Rathindra Sarathy: Oklahoma State University
Todd J. Arnold: Oklahoma State University

Information Systems Frontiers, 2021, vol. 23, issue 2, No 12, 435-452

Abstract: Abstract This study develops a scale to measure individual differences in the centrality of visual website aesthetics (CVWA) and then examines the impact of the CVWA on users’ responses. Drawing on the concept of individual differences in the centrality of product aesthetics (CVPA), we conducted a series of three experiments to examine the CVWA. In the first experiment, the CVPA measure was used to assess online users’ CVWA and test the CVWA’s effects on online user responses, which included perceived visual appeal, trust, and intention to use the websites. In the second experiment, the CVWA measure was developed and validated. Finally, in the third experiment, the effects of the CVWA were examined using the CVWA measure. Overall, our findings suggest that the moderating effects of the CVWA are strong when users interact with websites with a high level of visual appeal and when the CVWA is captured using the CVWA measure.

Keywords: Centrality of visual website aesthetics; Website design; Visual appeal; E-commerce (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (1)

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DOI: 10.1007/s10796-019-09957-3

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