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 3

Importance of Aesthetic Web-site Design Given Task and Consumer Characteristics

Importance of Aesthetics for Different Product Characteristics

Consumers use different shopping processes when purchasing different consumer products (Kotler 1997). Our framework also suggests that product characteristics moderate the effects on perceived aesthetic qualities of the Web store on consumer decision processes. We provide several examples to demonstrate this point, starting with the distinction between hedonic and utilitarian goods. This distinction is based on the idea that consumers can derive both utilitarian and hedonic value from shopping (Babin et al. 1994; Fischer and Sherry 1990; Holbrook and Hirschman 1982). While shopping for certain (i.e., utilitarian) goods, consumers can be characterized as task oriented in their shopping behavior or, in contrast, as looking for enjoyment and sensory stimulation while shopping for other (i.e., hedonic) goods. The usefulness of the distinction in the e-retail context was demonstrated by Childers et al. (2001), who found that both the utilitarian and the hedonic aspects exist in the consumer online shopping experience.

To promote hedonic shopping, Web stores need to improve sensory stimulation, create the feeling of fantasy and arousal as well as enjoyment and pleasure (e.g., Babin et al. 1994). As such, hedonic products can benefit (i.e., achieve positive purchasing intentions) by being associated with vibrant environments that enhance the enjoyment of the shopping process. As discussed above, visual design is one of the most important factors that can influence these feelings in the virtual world. Thus, aesthetic design can be instrumental in creating such environments (Arnold and Reynolds 2003; Lavie and Tractinsky 2004; Zhang and von Dran 2000). In contrast, the focus in the shopping process of utilitarian product rests on task completion and efficiency, reflecting work mentality (Holbrook and Hirschman 1982; Babin et al. 1994), as consumers are focused on the shopping task with relatively low need for further stimulation or enjoyment. Aesthetic design will not be as conducive to the shopping experience in this case (cf. Norman 2004), and with limited overall effect.

Proposition 3: The aesthetics of a Web store are more important for hedonic products than for utilitarian products.

Distinguishing between search and experience quality products (Nelson 1974) was found to be relevant for online purchasing decisions. For instance, computers (experience) and books (search, as online shoppers can verify the quality of the book by reading sample pages or other shoppers' reviews) were used to represent these two types of products (Lowengart and Tractinsky 2001). The online shopping arena poses an additional challenge to e-retailers of experienced goods. Consider a case of a nice wool sweater that is sold in a physical store. Shoppers can use their hands to feel the various qualities of the material and, therefore, search the quality of the product before they buy it. A similar sweater sold online will become a pseudo-search quality product, because of the consumers' inability to thoroughly search all of its attributes. Still, e-retailers can reduce some of the product uncertainties (e.g., assortment, design, and texture) through visual design. Since the uncertainty over the product's qualities increases as it becomes harder to assess them, the importance of peripheral cues in the consumer decision processes should increase (all else being equal). The design aesthetics of the store can serve as such a cue. Aesthetic design can improve consumer impressions of the store and its credibility, and then carry over from the store design to its products. We postulate, therefore, that a Web-store's aesthetics should increase as the store's product mix leans towards the experience-quality type. If the product mix is geared more towards search goods, strong central-route cues and arguments may exist that override the effects of aesthetic design.