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Web-Store Aesthetics in E- Retailing: A Conceptual Framework and Some Theoretical Implications

Academy of Marketing Science Review, 2007 by Tractinsky, Noam, Lowengart, Oded

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Figure 6

Importance of Aesthetic Type to Web-site Design for an Industry

Consumer Heterogeneity

We conclude the demonstration of the aesthetic grid's usefulness for the design of Web-based stores by considering variations in consumer characteristics. We illustrate this context by analyzing the differences between younger and older consumers.

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We tentatively suggest that younger consumers, being exposed to more contemporary cultural and societal activities, and being generally more open to new forms of expression (Levy and Weitz 1998; Postrel 2002), are more likely to appreciate (or tolerate) expressive aesthetics. Acknowledging this trend, Web store designers would benefit if they stress this type of aesthetics into the design of Web stores that target younger consumers. Older consumers, on the other hand, will probably be less enthusiastic about such expressiveness. At the same time, they are likely to appreciate higher levels of classical aesthetics, for its more traditional and clear design. The ramification of taking this (admittedly crude) classification of consumers according to age group into account is demonstrated in Figure 7. The analysis suggests that design for younger consumers should stress expressive qualities, whereas design for older consumers should stress classical aesthetics.

Figure 7

Importance of Aesthetic Type to Web-site Design Given Consumer Characteristics

SUMMARY AND CONCLUSION

The purpose of this paper is to unearth the relevance of the aesthetic dimension of Web-site design to the domain of online retailing. We have integrated theory and research findings from diverse fields to identify and to explain the driving forces behind the potential effects of Web-store aesthetics on consumer attitudes. The conceptual analyses highlighted the differences in the overall importance of aesthetics given variations in consumer, product, and shopping task characteristics. We also discussed two subdimensions of Web-site aesthetics - classical and expressive - and suggested that Web-store designers should take them both into account given various contingencies.

Aesthetics does come with a cost, which may not be universally justified. Thus, to aid e-retailers negotiate the benefits and costs of designing aesthetic sites, we suggest that e-retailers adopt a focused approach to this aspect of the Web store. Depending on the type of merchandise they sell and the type of customers they target, some, but not all, stores require heavy investment in aesthetic design. Similarly, some stores will have to invest in the more innovative aspect of aesthetic design (i.e., expressive aesthetics), while other stores' investment should be geared towards more conservative aesthetics (i.e., classical). Realizing when and how to emphasis aesthetic design should result in luring new customers and in higher retention rates of repeat customers, in improving consumer attitudes and increasing potential purchases, as well as in reducing churn rate. The framework suggests that e-retailers should tailor their Web-store design according to combinations of consumer and product characteristics. This can be done, for example, by customizing shopping sites that would offer similar products for different consumer groups (i.e., younger and older consumers). Such customization would help e-retailers better fit their Web sites to the various contingencies of the shopping context. This potential proliferation of Web stores for the same retailer might seem as a case of spreading resources instead of consolidation. This approach, however, entails better segmentation schemes that not only increase the matching between consumer shopping needs and e-retailer offerings, but also serves as a means for better pricing schemes for different consumer groups.

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Web-Store Aesthetics in E- Retailing: A Conceptual Framework and Some Theoretical Implications

Academy of Marketing Science Review, 2007 by Tractinsky, Noam, Lowengart, Oded

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