Title: Website design and e-consumer: effects and responses

Authors: Carlota Lorenzo, Miguel Angel Gomez, Alejandro Molla

Addresses: Faculty of Economics and Business, Marketing Department, University of Castilla-La Mancha, Plaza de la Universidad, 1, 02071 Albacete, Spain. ' Faculty of Economics and Business, Marketing Department, University of Castilla-La Mancha, Plaza de la Universidad, 1, 02071 Albacete, Spain. ' Faculty of Economics, Marketing Department, University of Valencia, Avenida Tarongers, s/n, 46022 Valencia, Spain

Abstract: 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 movement during navigation) and web animated layouts (including video and 360°-visualisation of products), they could be able to generate more positive responses on e-consumers, and consequently, improve their sales results.

Keywords: website design; web layouts; e-merchandising; web atmosphere; virtual animation; navigational structure; usability; e-tailers; internal consumer responses; behavioural consumer responses; online shopping environment; between-subjects experimental study; internet marketing; internet advertising.

DOI: 10.1504/IJIMA.2007.014800

International Journal of Internet Marketing and Advertising, 2007 Vol.4 No.1, pp.114 - 141

Published online: 09 Aug 2007 *

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