An Investigation of the Effects of Website Aesthetics and Usability on Online Shoppers' Purchase Intention

Aesthetics is advocated as a key factor influencing consumer judgment and preference; however, research in IS and HCI has paid limited attention to it until recently. This study investigated the effects of website aesthetics, along with website usability, on users’ online purchase intention. Additionally, the moderator of task involvement was introduced to explain how aesthetics influences utilitarian shopping value through “halo effects”. The results of our survey revealed that, although aesthetics is a significant antecedent to hedonic shopping value, its effect on utilitarian shopping value weakens as users’ task involvement increases. Besides, the relationship between website aesthetics and usability was reexamined. Implications for practices were also suggested.

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