Impact of M-Commerce Website Design on Consumers’ Behavioral Intentions: An Empirical Study of Age as a Moderating Influence

This study examines the effects of the design of mobile phone websites (color contrast, font, and layout) and the emotional reactions of the consumer (pleasure, arousal, and dominance) on behavioral intentions (to purchase, revisit, and recommend). The moderating effect of age is considered. A factorial 2 × 2 × 2 design was developed. A mobile phone website, with eight different alternatives, was especially designed for the experiment. The research was conducted on French consumers. Through online and personal survey questionnaires, 312 responses were collected. More than half of the respondents were up to 45 years of age. Data was analyzed using ANOVA and linear regression. The results show significant effects of the design of the mobile website and the consumers’ emotional reactions on intentions to purchase, revisit, and recommend the website. Moreover, age moderates the impact of website design on the intent to recommend it.

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