From m-commerce websites design to behavioral intentions

Du design des sites de m-commerce aux intentions comportementales

Jean-Éric Pelet (), B. Taieb and Norchène Ben Dahmane Mouelhi
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Jean-Éric Pelet: LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes
B. Taieb: UCP - Université de Cergy Pontoise - Université Paris-Seine
Norchène Ben Dahmane Mouelhi: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université

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Abstract: This study examines the effects of the design of m-commerce websites (color contrast, font and layout) on the affective states (pleasure, arousal and dominance) and consumer behavior (purchase intention and intention to revisit). Factorial plan 2x2x2 was defined. An m-commerce website, in 8 different variants, was designed for the experiment. The research was conducted on French and Tunisian consumers. 439 responses were collected from both online and personal survey questionnaires. Results show significant effects of website characteristics on the intention of purchase, revisit intentions and the intention to recommend the web site and that the arousal has a mediating effect between the design and the intentions in Tunisia but not in France. The managerial implications are discussed.

Keywords: Culture; Emotions; Intentions; M-commerce; Web design (search for similar items in EconPapers)
Date: 2016-05-18
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Published in 21st Symposium of the Association Information and Management 2016, AIM 2016, May 2016, Lille, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02180707

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