The Impact of Web Page Usability Guideline Implementation on Aesthetics and Perceptions of the E-Retailer

Abstract

This study examined the impact of front-end, web page usability guideline implementation on aesthetic evaluations of e-commerce web pages and perceptions of the e-retailer. Four design factors (background color, white space, thumbnail image location, and thumbnail image size) were selected and varied based upon an in-depth review of the usability, human factors, and human-computer interaction literature. As a secondary focus, this study also explored the impact of these design factors on consumer trust, product preference, and purchase intention. Conjoint analysis and optimal design methodologies were used to develop sixteen web page prototypes, which were assessed through an online survey. Results indicated that subtle design manipulations had significant effects on consumer evaluations of web page aesthetics and perceptions of the e-retailer.