ThreeWays to Convert Browsing into Impulse Buying: Website Streamline and Decoration
AbstractOnline stores spring up everywhere and their store display changes more agilely than the brick-andmortar ones. The webpage aesthetics in online stores, similar to in-store atmospherics in brick-andmortar stores, are significant to consumer impulse buying, yet has received very limited attention from researchers. This paper reports three empirical studies that examine how webpage aesthetic components affect consumer online impulse buying. The objectives of this research are based on the framework of webpage aesthetics to systematically investigate the influence of webpage aesthetics components on impulse buying, so we design three separate studies to answer the following research questions: Study 1: Does virtual layout influence consumers’ emotions, which in turn affect their online impulse buying behavior? Study 2: Does virtual atmospherics influence consumers’ emotions, which in turn affect their online impulse buying behavior? Study 3: Does virtual theatrics influence consumers’ emotions, which in turn affect their online impulse buying behavior?
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
This chapter was published in: Louis Lo & Sheng-Wei Lin , , pages 1177-1186, 2013.
This item is provided by ToKnowPress in its series Active Citizenship by Knowledge Management & Innovation: Proceedings of the Management, Knowledge and Learning International Conference 2013 with number 1177-1186.
Contact details of provider:
Web page: http://www.toknowpress.net/proceedings/978-961-6914-02-4/
impulse buying; webpage aesthetics; environment psychology; color contrast; webpage theatrics;
You can help add them by filling out this form.
reading list or among the top items on IDEAS.Access and download statisticsgeneral information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Nada Trunk Širca).
If references are entirely missing, you can add them using this form.