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From m-commerce websites design to behavioral intentions
[Du design des sites de m-commerce aux intentions comportementales]

Author

Listed:
  • Jean-Éric Pelet

    (LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes)

  • B. Taieb

    (UCP - Université de Cergy Pontoise - Université Paris-Seine)

  • Norchène Ben Dahmane Mouelhi

    (NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université)

Abstract

This study examines the effects of the design of m-commerce websites (color contrast, font and layout) on the affective states (pleasure, arousal and dominance) and consumer behavior (purchase intention and intention to revisit). Factorial plan 2x2x2 was defined. An m-commerce website, in 8 different variants, was designed for the experiment. The research was conducted on French and Tunisian consumers. 439 responses were collected from both online and personal survey questionnaires. Results show significant effects of website characteristics on the intention of purchase, revisit intentions and the intention to recommend the web site and that the arousal has a mediating effect between the design and the intentions in Tunisia but not in France. The managerial implications are discussed.

Suggested Citation

  • Jean-Éric Pelet & B. Taieb & Norchène Ben Dahmane Mouelhi, 2016. "From m-commerce websites design to behavioral intentions [Du design des sites de m-commerce aux intentions comportementales]," Post-Print hal-02180707, HAL.
    • Handle: RePEc:hal:journl:hal-02180707
    as

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