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Web aesthetics effects on perceived online service quality and satisfaction in an e-tail environment: The moderating role of purchase task

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  • Wang, Yong Jian
  • Hernandez, Monica D.
  • Minor, Michael S.

Abstract

This study examines the effects of the two dimensions of web aesthetics, aesthetic formality and aesthetic appeal, on consumers' perceived online service quality and satisfaction during service encounter. The findings showed that, between task-oriented and task-free consumers, the patterns of the effects of the two dimensions of web aesthetics on perceived online service quality and satisfaction are dissimilar. However, regardless of the presence or absence of purchase tasks, aesthetic formality significantly influences perceived online service quality, and aesthetic appeal significantly influences satisfaction. In addition, the effect of aesthetic appeal on satisfaction is negative for task-oriented consumers. Managerial implications on how to manipulate web aesthetics to achieve superior online service quality and high consumer satisfaction are offered.

Suggested Citation

  • Wang, Yong Jian & Hernandez, Monica D. & Minor, Michael S., 2010. "Web aesthetics effects on perceived online service quality and satisfaction in an e-tail environment: The moderating role of purchase task," Journal of Business Research, Elsevier, vol. 63(9-10), pages 935-942, September.
  • Handle: RePEc:eee:jbrese:v:63:y::i:9-10:p:935-942
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    1. repec:eee:joreco:v:41:y:2018:i:c:p:131-141 is not listed on IDEAS
    2. repec:eee:jbrese:v:88:y:2018:i:c:p:66-78 is not listed on IDEAS
    3. Brunner-Sperdin, Alexandra & Scholl-Grissemann, Ursula S. & Stokburger-Sauer, Nicola E., 2014. "The relevance of holistic website perception. How sense-making and exploration cues guide consumers' emotions and behaviors," Journal of Business Research, Elsevier, vol. 67(12), pages 2515-2522.
    4. Nath, Prithwiraj & McKechnie, Sally, 2016. "Task facilitative tools, choice goals, and risk averseness: A process-view study of e-stores," Journal of Business Research, Elsevier, vol. 69(5), pages 1572-1576.
    5. Malhotra, Neeru & Sahadev, Sunil & Purani, Keyoor, 2017. "Psychological contract violation and customer intention to reuse online retailers: Exploring mediating and moderating mechanisms," Journal of Business Research, Elsevier, vol. 75(C), pages 17-28.
    6. Hongyi Sun & Wenbin Ni & Zhiqiang Wang, 2016. "A consumption system model integrating quality, satisfaction and behavioral intentions in online shopping," Information Technology and Management, Springer, vol. 17(2), pages 165-177, June.

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