Web aesthetics effects on perceived online service quality and satisfaction in an e-tail environment: The moderating role of purchase task

Yong Jian Wang, Monica D. Hernandez and Michael S. Minor

Journal of Business Research, 2010, vol. 63, issue 9-10, 935-942

Abstract: This study examines the effects of the two dimensions of web aesthetics, aesthetic formality and aesthetic appeal, on consumers' perceived online service quality and satisfaction during service encounter. The findings showed that, between task-oriented and task-free consumers, the patterns of the effects of the two dimensions of web aesthetics on perceived online service quality and satisfaction are dissimilar. However, regardless of the presence or absence of purchase tasks, aesthetic formality significantly influences perceived online service quality, and aesthetic appeal significantly influences satisfaction. In addition, the effect of aesthetic appeal on satisfaction is negative for task-oriented consumers. Managerial implications on how to manipulate web aesthetics to achieve superior online service quality and high consumer satisfaction are offered.

Keywords: Web; aesthetics; Web; atmospherics; Online; service; quality; Satisfaction; Internet; surfer; behavior; Internet; shopper; behavior (search for similar items in EconPapers)
Date: 2010
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (27)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148-2963(09)00212-4
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:63:y::i:9-10:p:935-942

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().