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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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The two basic mechanisms are in line with the postulates of the elaboration likelihood model (ELM; Petty and Cacioppo 1981). Both serve as simplifying mechanisms in thinking about attitude objects to which consumers are exposed. One of the main postulates of the ELM is that under low elaboration conditions, people tend to use simple methods to judge objects. In such cases, people may base their judgment on the first argument processed (e.g., site attractiveness) or on a cursory analysis of the source (Petty and Wegener 1999). Since aesthetics is probably the easiest site attribute to judge, it is likely to be overweighted in low elaboration conditions. Web-store aesthetics can also strengthen attitudes towards the Web store under high elaboration conditions, if aesthetics is perceived as a relevant attribute in the scrutinized domain (e.g., fashion), or if consumers believe that aesthetic design is a sign of professionalism and is therefore indicative of the store's quality and ability to serve its customers. Thus, according to ELM under low involvement (and hence low elaboration) aesthetic designs should normally improve consumer attitudes. Under high involvement (high elaboration), the effect of aesthetics will depend on whether it is judged to be relevant to the products under consideration.

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The Framework

Our framework (Figure 2) takes into account perceptions of the Web store's aesthetics, characteristics of the store's design and of the consumer, the product, and the shopping task.

Figure 2

Conceptual Framework of Consumer Attitude Formation toward E-retailer

Based on this framework, the aesthetic experience of a Web store is a function of the design of the store and of aesthetically-related characteristics of the consumer. The design characteristics of the store are objective properties of the design (e.g., shape, color, size, etc.) and may be used to intentionally affect user perceptions (e.g., Park et al. 2005) or they might be interpreted in ways that were unintended by the designer. The aesthetic dispositions of consumers are major determinants of their perceptions of the design's aesthetics and can be based on individual sensitivities to aesthetics (e.g., Bloch et al. 2003) or on social or cultural factors (e.g., nationality or age group) that affect those sensitivities. Based on their shopping experience in traditional retail environments and on their experience in browsing the Web, consumers also form certain expectations regarding the aesthetics of online stores. When encountering a Web store, the aesthetic predispositions of the consumers, coupled with their experiences and expectations, affect their perceptions of the store's aesthetics. These perceptions are likely to induce emotions, which, in turn, will affect the consumers' attitudes towards the store and their purchase decisions (Babin and Attaway 2000; Bellizzi and Hite 1992; Donovan and Rossiter 1982; Donovan et al. 1994; Porat and Tractinsky 2006; Sherman et al. 1997; Turley and Milliman 2000). In our framework, the effect of the aesthetic perceptions on the consumer's decision process is moderated by two factors: characteristics of the shopping task and the type of product sought.

Advertising Industry

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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