proposed and validated


In a similar way, Palmer (2002) proposed and validated measures of websites’ usability and design, identifying aspects related to the response time (download delay), the organization of the contents (navigation), and the information and contents of the website (content). The research also established that the characteristics of the media richness, Web Development Company Jaipur

such as the capability of the website for customizi ng the appearance and the contents (interactivity), and the presence of feedback between the vendor and the consumer, were determinants of the success of a website. In this line, the marketing literature has studied how the factors that define the store environment influence the consumer’s mood and purchase behaviour (Baker, 1986; Donovan et al., 1994; Spies et al., 1997;   SEO Solutions Jaipur

Turley and Milliman, 2000). Design factors related to visual cues (e.g., layout, 7 colour) are important to get a positive response from the consumer and to facilitate consumer goals (Eroglu et al., 2001). This issue has been taken to the web environment and has been adapted to ecommerce. Dailey (2004) defines web atmospherics as the intended design of web environments to generate positive effects (cognitive and affective) on the consumer in order to increase positively the consumer responses. Among these responses, it is possible to note the higher level of visits or the longer time browsing in the website, in order to turn the user of a website into a client. In this sense, Van der Heijden and Verhagen (2003) examined the image elements in a virtual store that could increase the purchase intentions in the user, identifying the factors of design as the most important. We can also take into account the study carried out by Kim and Stoel (2004), who demonstrated that the factors of web appearance can lead to higher consumer satisfaction (see Table 2). The development of a good website design turns into a key question, since it will determine the entry of the consumer to the store (Melián and Padrón, 2006). 

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