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WEB SITES INTERACTIVITY AND DESIGN CHARACTERISTICS IN THE ONLINE CONSUMER BEHAVIOR - Survey Article -

Author

Listed:
  • Adriana-Emilia ROBU

    (Doctoral School of Economics Alexandru Ioan Cuza University, IaSi, Romania)

Abstract

In the online medium, competition being at one click distance, the success of business web sites comes from their potential to differentiate. It is important for marketers and web designers to know which elements are appealing to users and how these elements influence their behavior. Recent studies suggest that web site failures are due to poor web design and there are various and specific characteristics of web site interactivity and design elements which users may prefer. First, this article aims at identifying and examining the characteristics of web site interactivity and web design, which influence most the users. Second, it finds out how these elements influence the online consumer’s behavior and finally, it gives insights into the methodological aspects used in this area. Overall, these findings provide insight into the interactivity and design characteristics, helping marketers and web designers to enhance the web site interface to attract and persuade users and finally to elicit a loyalty behavior.

Suggested Citation

  • Adriana-Emilia ROBU, 2012. "WEB SITES INTERACTIVITY AND DESIGN CHARACTERISTICS IN THE ONLINE CONSUMER BEHAVIOR - Survey Article -," CrossCultural Management Journal, Fundația Română pentru Inteligența Afacerii, Editorial Department, issue 2, pages 45-53, November.
    • Handle: RePEc:cmj:journl:y:2012:i:2:robua
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    References listed on IDEAS

    as
    1. Jones, Marilyn Y. & Spence, Mark T. & Vallaster, Christine, 2008. "Creating emotions via B2C websites," Business Horizons, Elsevier, vol. 51(5), pages 419-428.
    2. Yoo, Weon-Sang & Lee, Yunjung & Park, JungKun, 2010. "The role of interactivity in e-tailing: Creating value and increasing satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 17(2), pages 89-96.
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    More about this item

    Keywords

    Web interactivity; Web design; Consumer behavior; Online consumer behavior; Eye-tracking; Eye movement;
    All these keywords.

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M50 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - General

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