Website design and e-consumer: effects and responses

2007

This research is focused on the study of the effects of different web layouts ? related to navigational structure and presentation of products ? on internal and behavioural consumer responses within an online shopping situation. Moreover, in our model we have introduced two types of variables ? involvement and atmospheric responsiveness ? which mediate the relationships between the constructs analysed. A website and a tracking behaviour methodology for a fictitious apparel retailer have been developed in order to carry out a 2?2 between-subjects experimental study. Our results show that if web marketers design stores without restrictive navigation cues (offering, in consequence, freedom of …