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THE EFFECT OF WEBSITE APPEAL ON BEHAVIORAL INTENTION IN ONLINE SHOPPING AND THE MEDIATING ROLE OF EMOTIONAL APPEAL

Year 2022, Volume: 13 Issue: 25, 74 - 88, 29.06.2022

Bulut Dülek

https://doi.org/10.36543/kauiibfd.2022.004

Abstract

This article analyzes the effect of the visual and emotional appeal of the online web page on the behavioral intentions of the consumers. Furthermore, the role of emotional appeal in mediating the effect of visual appeal on behavioral intention was tested. The survey method was used to reach 208 participants who shopped in online retailing for the study. The validity of the research model and the testing of the hypotheses were made with process macro analysis. According to the findings, visual appeal has a positive and significant effect on emotional appeal and behavioral intention. The emotional appeal was shown to have a positive and significant impact on behavioral intention. In addition, it has been observed that emotional appeal has a mediating role in the indirect effect of visual appeal on behavioral intention.

Keywords

Online shopping web design behavioral intention

References

  • Ahn, T., Ryu, S., & Han, I. (2007). The impact of web quality and playfulness on user acceptance of online retailing. Information & Management, 44(3), 263-275.
  • Ansari, M. E., & Joloudar, S. Y. E. (2011). An investigation of TV advertisement effects on customers' purchasing and their satisfaction. International Journal of Marketing Studies, 3(4), 175-181.
  • Bonnardel, N., Piolat, A., & Le Bigot, L. (2011). The impact of colour on website appeal and users’ cognitive processes, Displays, 32(2), 69-80.
  • Bourlakis, M., Papagiannidis, S. & Fox, H. (2008). E-consumer behaviour: past, present and future trajectories of an evolving retail revolution, International Journal of E-Business Research, 4(3), 64-67.
  • Chang, H. H., Y. Wang, & W. Yang. (2009). The impact of e-service quality, customer satisfaction and loyalty on e-marketing: moderating effect of perceived value. Total Quality Management & Business Excellence, 20(4), 423–443.
  • Cyr, D., Head, M., Larios, H., & Pan, B. (2009). Exploring human ımages in website design: a multi-method approach. MIS Quarterly, 539-566.
  • D'Angelo, J., & Little, S. K. (1998). Successful web pages: what are they and do they exist?, Information Technology and Libraries, 17(2), 71-81.
  • Davis, F. D. (1993). User acceptance of information technology: system characteristics, user perceptions and behavioral impacts, International Journal of Man-Machine Studies, 38(3), 475-487.
  • Douglas, A., Muir, L. & Meehan, K. (2003). E-quality in the e-services provision of legal practices, Managing Service Quality, 13(6), 483-91.
  • Farah, A. (2020). Online purchase behavior of Somali consumers. İşletme Araştırmaları Dergisi, 12(4), 3981-3990.
  • Field, A. (2000). Discovering statistics using spss for windows. London-Thousand Oaks-New Delhi: Sage Publications.
  • Lee, G.G. & Lin, H.F. (2005). Customer perceptions of e-service quality in online shopping, Journal of Retail and Distribution Management, Vol. 33, No. 2, 161–176.
  • Li, Y. M., & Yeh, Y. S. (2010). Increasing trust in mobile commerce through design aesthetics, Computers in Human Behavior, 26(4), 673-684.
  • Sipahi, B., Yurtkoru, E.S. & Çinko, M. (2008). Sosyal bilimlerde SPSS’le veri analizi: İstanbul: Beta Yayınları.
  • Tabachnick, B. G., & Fidell, L. S. (2007). Using multivariate statistics, (5th edition). Pearson Education:Boston.
  • Wang, H., Gu, G., An, S. & Zhou, G. (2014). Understanding online consumer stickiness in e-commerce environment: a relationship formation model, Int. J. Serv. Sci. Technol., 8, 151–162
  • Wolfinbarger, M. & Gilly, M.C. (2003). Etailq: dimensionalizing, measuring and predicting etail quality, Journal of Retailing, 79, 183–198.
  • Xie, T., Donthu, N., Lohtia, R., & Osmonbekov, T. (2004). Emotional appeal and incentive offering in banner advertisements. Journal of Interactive Advertising, 4(2), 30-37.
  • Yang, C., Lin, K. H. Y., & Chen, H. H. (2007). Emotion classification using web blog corpora. In IEEE/WIC/ACM International Conference on Web Intelligence (WI'07) (pp. 275-278). IEEE.

THE EFFECT OF WEBSITE APPEAL ON BEHAVIORAL INTENTION IN ONLINE SHOPPING AND THE MEDIATING ROLE OF EMOTIONAL APPEAL

Year 2022, Volume: 13 Issue: 25, 74 - 88, 29.06.2022

Bulut Dülek

https://doi.org/10.36543/kauiibfd.2022.004

Abstract

Bu makale, çevrimiçi web sayfasının görsel ve duygusal çekiciliğinin tüketicilerin davranışsal niyetleri üzerindeki etkisini analiz etmektedir. Ayrıca duygusal çekiciliğin görsel çekiciliğin davranışsal çekicilik üzerindeki etkisinde aracılık rolü de test edilmiştir. Araştırma amacı doğrultusunda online perakendecilikte alışveriş yapan 208 katılımcıya anket yöntemi kullanılarak ulaşılmıştır. Araştırma modelinin geçerliği ve hipotezlerin test edilmesi process macro analizi ile yapılmıştır. Araştırma sonuçlarına göre görsel çekicilik, duygusal çekicilik ve davranışsal niyet üzerinde olumlu ve anlamlı bir etkiye sahiptir. Duygusal çekiciliğin davranışsal niyet üzerinde olumlu ve anlamlı bir etkisi bulunmuştur. Ayrıca, görsel çekiciliğin davranışsal niyet üzerindeki dolaylı etkisinde duygusal çekiciliğin de aracı bir role sahip olduğu görülmüştür.

Keywords

Online alışveriş web tasarımı davranışsal niyet

References

  • Ahn, T., Ryu, S., & Han, I. (2007). The impact of web quality and playfulness on user acceptance of online retailing. Information & Management, 44(3), 263-275.
  • Ansari, M. E., & Joloudar, S. Y. E. (2011). An investigation of TV advertisement effects on customers' purchasing and their satisfaction. International Journal of Marketing Studies, 3(4), 175-181.
  • Bonnardel, N., Piolat, A., & Le Bigot, L. (2011). The impact of colour on website appeal and users’ cognitive processes, Displays, 32(2), 69-80.
  • Bourlakis, M., Papagiannidis, S. & Fox, H. (2008). E-consumer behaviour: past, present and future trajectories of an evolving retail revolution, International Journal of E-Business Research, 4(3), 64-67.
  • Chang, H. H., Y. Wang, & W. Yang. (2009). The impact of e-service quality, customer satisfaction and loyalty on e-marketing: moderating effect of perceived value. Total Quality Management & Business Excellence, 20(4), 423–443.
  • Cyr, D., Head, M., Larios, H., & Pan, B. (2009). Exploring human ımages in website design: a multi-method approach. MIS Quarterly, 539-566.
  • D'Angelo, J., & Little, S. K. (1998). Successful web pages: what are they and do they exist?, Information Technology and Libraries, 17(2), 71-81.
  • Davis, F. D. (1993). User acceptance of information technology: system characteristics, user perceptions and behavioral impacts, International Journal of Man-Machine Studies, 38(3), 475-487.
  • Douglas, A., Muir, L. & Meehan, K. (2003). E-quality in the e-services provision of legal practices, Managing Service Quality, 13(6), 483-91.
  • Farah, A. (2020). Online purchase behavior of Somali consumers. İşletme Araştırmaları Dergisi, 12(4), 3981-3990.
  • Field, A. (2000). Discovering statistics using spss for windows. London-Thousand Oaks-New Delhi: Sage Publications.
  • Lee, G.G. & Lin, H.F. (2005). Customer perceptions of e-service quality in online shopping, Journal of Retail and Distribution Management, Vol. 33, No. 2, 161–176.
  • Li, Y. M., & Yeh, Y. S. (2010). Increasing trust in mobile commerce through design aesthetics, Computers in Human Behavior, 26(4), 673-684.
  • Sipahi, B., Yurtkoru, E.S. & Çinko, M. (2008). Sosyal bilimlerde SPSS’le veri analizi: İstanbul: Beta Yayınları.
  • Tabachnick, B. G., & Fidell, L. S. (2007). Using multivariate statistics, (5th edition). Pearson Education:Boston.
  • Wang, H., Gu, G., An, S. & Zhou, G. (2014). Understanding online consumer stickiness in e-commerce environment: a relationship formation model, Int. J. Serv. Sci. Technol., 8, 151–162
  • Wolfinbarger, M. & Gilly, M.C. (2003). Etailq: dimensionalizing, measuring and predicting etail quality, Journal of Retailing, 79, 183–198.
  • Xie, T., Donthu, N., Lohtia, R., & Osmonbekov, T. (2004). Emotional appeal and incentive offering in banner advertisements. Journal of Interactive Advertising, 4(2), 30-37.
  • Yang, C., Lin, K. H. Y., & Chen, H. H. (2007). Emotion classification using web blog corpora. In IEEE/WIC/ACM International Conference on Web Intelligence (WI'07) (pp. 275-278). IEEE.
There are 19 citations in total.

Details

Primary Language English
Journal Section Articles
Authors

Bulut Dülek 0000-0002-3474-7220

Publication Date June 29, 2022
Acceptance Date January 19, 2022
Published in Issue Year 2022 Volume: 13 Issue: 25

Cite

APA Dülek, B. (2022). THE EFFECT OF WEBSITE APPEAL ON BEHAVIORAL INTENTION IN ONLINE SHOPPING AND THE MEDIATING ROLE OF EMOTIONAL APPEAL. Kafkas Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 13(25), 74-88. https://doi.org/10.36543/kauiibfd.2022.004
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