IDEAS home Printed from https://ideas.repec.org/p/hal/journl/halshs-04159592.html
   My bibliography  Save this paper

Visual design and online shopping experiences: When expertise allows consumers to refocus on website attractiveness

Author

Listed:
  • Florence Jeannot

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes, INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics)

  • Eline Jongmans

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes, UGA - Université Grenoble Alpes)

  • Maud Dampérat

    (UL2 - Université Lumière - Lyon 2, COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne)

Abstract

To improve consumers' online shopping experiences, companies invest in the visual design of their websites. Although some studies show that visual design exerts a positive influence on consumer reactions, other studies do not confirm that influence. This research is aimed at exploring those contrasting findings by investigating two boundary variables (website use and user expertise) that delimit the scope of the positive influence of visual design on consumer intentions towards using and recommending e-commerce websites. Two preliminary studies (Study A and Study B) investigate the level at which visual design is mentally construed. The two main studies (Study 1 and Study 2) test our research hypotheses. The Study 1 results reveal that visual design exerts different effects on individuals' intentions depending on when the site is evaluated (before vs after use). Study 2 provides greater insight into the role of visual design after actual use of the website by considering the moderating role of user expertise. Those findings lead to the formulation of concrete recommendations about how e-retailers can create more engaging experiences.

Suggested Citation

  • Florence Jeannot & Eline Jongmans & Maud Dampérat, 2022. "Visual design and online shopping experiences: When expertise allows consumers to refocus on website attractiveness," Post-Print halshs-04159592, HAL.
    • Handle: RePEc:hal:journl:halshs-04159592
    DOI: 10.1177/07673701211005483
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-04159592v1
    as

    Download full text from publisher

    File URL: https://shs.hal.science/halshs-04159592v1/document
    Download Restriction: no
    File URL: https://libkey.io/10.1177/07673701211005483?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Belanche, Daniel & Casaló, Luis V. & Guinalíu, Miguel, 2012. "Website usability, consumer satisfaction and the intention to use a website: The moderating effect of perceived risk," Journal of Retailing and Consumer Services, Elsevier, vol. 19(1), pages 124-132.
    2. Sheng, Margaret L. & Teo, Thompson S.H., 2012. "Product attributes and brand equity in the mobile domain: The mediating role of customer experience," International Journal of Information Management, Elsevier, vol. 32(2), pages 139-146.
    3. Lawrence E. Williams & Randy Stein & Laura Galguera, 2014. "The Distinct Affective Consequences of Psychological Distance and Construal Level," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(6), pages 1123-1138.
    4. Sujan, Mita, 1985. "Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(1), pages 31-46, June.
    5. Chopdar, Prasanta Kr & Balakrishnan, Janarthanan, 2020. "Consumers response towards mobile commerce applications: S-O-R approach," International Journal of Information Management, Elsevier, vol. 53(C).
    6. Thomas P. Novak & Donna L. Hoffman & Yiu-Fai Yung, 2000. "Measuring the Customer Experience in Online Environments: A Structural Modeling Approach," Marketing Science, INFORMS, vol. 19(1), pages 22-42, May.
    7. Myungwoo Nam & Jing Wang & Angela Y. Lee, 2012. "The Difference between Differences: How Expertise Affects Diagnosticity of Attribute Alignability," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(4), pages 736-750.
    8. Torsten Bornemann & Christian Homburg, 2011. "Psychological Distance and the Dual Role of Price," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(3), pages 490-504.
    9. Alba, Joseph W & Hutchinson, J Wesley, 1987. "Dimensions of Consumer Expertise," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(4), pages 411-454, March.
    10. Caroline Cuny & Marianela Fornerino & Agnès Helme-Guizon, 2015. "Can music improve e-behavioral intentions by enhancing consumers' immersion and experience?," Post-Print halshs-01344350, HAL.
    11. Angela Y. Lee & Punam Anand Keller & Brian Sternthal, 2010. "Value from Regulatory Construal Fit: The Persuasive Impact of Fit between Consumer Goals and Message Concreteness," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(5), pages 735-747, February.
    12. Tim Benning & Els Breugelmans & Benedict Dellaert, 2012. "Consumers’ evaluation of allocation policies for scarce health care services: Vested interest activation trumps spatial and temporal distance," Marketing Letters, Springer, vol. 23(3), pages 531-543, September.
    13. Bloch, Peter H & Brunel, Frederic F & Arnold, Todd J, 2003. "Individual Differences in the Centrality of Visual Product Aesthetics: Concept and Measurement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 551-565, March.
    14. Andy J. King & Allison J. Lazard & Shawna R. White, 2020. "The influence of visual complexity on initial user impressions: testing the persuasive model of web design," Behaviour and Information Technology, Taylor & Francis Journals, vol. 39(5), pages 497-510, May.
    15. Caroline Cuny & Marianela Fornerino & Agnès Helme-Guizon, 2015. "Can music improve e-behavioral intentions by enhancing consumers' immersion and experience?," Grenoble Ecole de Management (Post-Print) halshs-01344350, HAL.
    16. Ryan S Elder & Ann E Schlosser & Morgan Poor & Lidan Xu & Darren DahlEditor & JoAndrea HoeggAssociate Editor, 2017. "So Close I Can Almost Sense It: The Interplay between Sensory Imagery and Psychological Distance," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(4), pages 877-894.
    17. Roehm, Michelle L & Sternthal, Brian, 2001. "The Moderating Effect of Knowledge and Resources on the Persuasive Impact of Analogies," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(2), pages 257-272, September.
    18. Paul Rozin & Julia M. Hormes & Myles S. Faith & Brian Wansink, 2012. "Is Meat Male? A Quantitative Multimethod Framework to Establish Metaphoric Relationships," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(3), pages 629-643.
    19. Aljukhadar, Muhammad & Senecal, Sylvain, 2016. "The user multifaceted expertise: Divergent effects of the website versus e-commerce expertise," International Journal of Information Management, Elsevier, vol. 36(3), pages 322-332.
    20. Ball, A. Dwayne & Sawyer, Alan G., 2013. "Issues involving the use of significant sameness in testing replications and generating knowledge," Journal of Business Research, Elsevier, vol. 66(9), pages 1389-1392.
    21. Finn, Adam & Wang, Luming & Frank, Tema, 2009. "Attribute Perceptions, Customer Satisfaction and Intention to Recommend E-Services," Journal of Interactive Marketing, Elsevier, vol. 23(3), pages 209-220.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Aljukhadar, Muhammad & Senecal, Sylvain, 2016. "The user multifaceted expertise: Divergent effects of the website versus e-commerce expertise," International Journal of Information Management, Elsevier, vol. 36(3), pages 322-332.
    2. Florence Jeannot & Eline Jongmans & Maud Dampérat, 2022. "Design visuel et expérience d’achat en ligne : quand l’expertise permet aux consommateurs de se (re)centrer sur l’attractivité du site d’e-commerce," Post-Print halshs-04159585, HAL.
    3. Abhishek Mishra & Satyabhushan Dash & Naresh K. Malhotra, 2015. "An integrated framework for design perception and brand equity," AMS Review, Springer;Academy of Marketing Science, vol. 5(1), pages 28-44, June.
    4. Jaiswal, Anand K. & Niraj, Rakesh & Venugopal, Pingali, 2010. "Context-general and Context-specific Determinants of Online Satisfaction and Loyalty for Commerce and Content Sites," Journal of Interactive Marketing, Elsevier, vol. 24(3), pages 222-238.
    5. Abhishek Mishra & Satyabhushan Dash & Naresh Malhotra, 2015. "An integrated framework for design perception and brand equity," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 5(1), pages 28-44, June.
    6. Benedikt Schnurr & Alexandra Brunner-Sperdin & Nicola E. Stokburger-Sauer, 2017. "The effect of context attractiveness on product attractiveness and product quality: the moderating role of product familiarity," Marketing Letters, Springer, vol. 28(2), pages 241-253, June.
    7. Rong Li & Amiya K. Basu, 2020. "Pricing Strategy for GM Food: Impact of Consumer Attitude Heterogeneity and GMO Food Labelling," Annals of Operations Research, Springer, vol. 291(1), pages 463-474, August.
    8. Freling, Traci H. & Vincent, Leslie H. & Henard, David H., 2014. "When not to accentuate the positive: Re-examining valence effects in attribute framing," Organizational Behavior and Human Decision Processes, Elsevier, vol. 124(2), pages 95-109.
    9. Chakravarty, Anindita & Liu, Yong & Mazumdar, Tridib, 2010. "The Differential Effects of Online Word-of-Mouth and Critics' Reviews on Pre-release Movie Evaluation," Journal of Interactive Marketing, Elsevier, vol. 24(3), pages 185-197.
    10. Naderi, Iman & Paswan, Audhesh K. & Guzman, Francisco, 2018. "Beyond the shadow of a doubt: The effect of consumer knowledge on restaurant evaluation," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 221-229.
    11. Vera Herédia-Colaço & Rita Coelho do Vale & Sofia B. Villas-Boas, 2019. "Does Fair Trade Breed Contempt? A Cross-Country Examination on the Moderating Role of Brand Familiarity and Consumer Expertise on Product Evaluation," Journal of Business Ethics, Springer, vol. 156(3), pages 737-758, May.
    12. Thai, Nguyen T. & Yuksel, Ulku, 2017. "Too many destinations to visit: Tourists’ dilemma?," Annals of Tourism Research, Elsevier, vol. 62(C), pages 38-53.
    13. Hamilton, Rebecca W. & Puntoni, Stefano & Tavassoli, Nader T., 2010. "Categorization by groups and individuals," Organizational Behavior and Human Decision Processes, Elsevier, vol. 112(1), pages 70-81, May.
    14. Wayne DeSarbo & Daniel Howard & Kamel Jedidi, 1991. "Multiclus: A new method for simultaneously performing multidimensional scaling and cluster analysis," Psychometrika, Springer;The Psychometric Society, vol. 56(1), pages 121-136, March.
    15. Woo, Hongjoo & Shin, Daeun Chloe & Kim, Naeun Lauren & Tong, Zhenghao & Kwon, Soyon, 2024. "Can sharing with others whom consumers Can't see increase their sense of community? An examination of social presence on sharing platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    16. Ali, Fayaz & Tauni, Muhammad Zubair & Ali, Ayaz, 2022. "The Big Five dyad congruence and compulsive buying: A case of service encounters," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    17. Haipeng (Allan) Chen & Woojin Choi & Yan (Lucy) Liu & Haoying Sun & Fu Liu, 2021. "More or Less? Consumer Goal Orientation and Product Choice," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 8(1), pages 16-26, June.
    18. Peter H. Bloch & Omid Kamran-Disfani, 2018. "A framework for studying the impact of outdoor atmospherics in retailing," AMS Review, Springer;Academy of Marketing Science, vol. 8(3), pages 195-213, December.
    19. Hofacker, Charles F. & de Ruyter, Ko & Lurie, Nicholas H. & Manchanda, Puneet & Donaldson, Jeff, 2016. "Gamification and Mobile Marketing Effectiveness," Journal of Interactive Marketing, Elsevier, vol. 34(C), pages 25-36.
    20. Hwang, Angel Hsing-Chi & Oh, Jeeyun, 2020. "Interacting with background music engages E-Customers more: The impact of interactive music on consumer perception and behavioral intention," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).

    More about this item

    Keywords

    visual design; digital marketing; user expertise; construal level theory; experimental method;
    All these keywords.

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:halshs-04159592. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.