The Impact of Web Visual Aesthetics on Purchase Intention

Abstract

The design should not only deliver the basic merchandise trading, but also embellish the site in order to enhance the intention through the concept of visual aesthetics, color, pictures and films. Based on the theory Stimulus-Organism-Response(S-O-R), the model of experiences, and two constructs of visual aesthetics “aesthetic formality and appeal”, this study establishes a reaction mode of visual aesthetics perception. This study investigates the effect of user’s web visual aesthetics through positive emotions, aesthetic experience value and satisfaction on purchase intention. The software AMOS 20 is used to conduct a structural equation modeling analysis of the 288 respondents collected from the website Forestmosa. The result of data analysis validates a theoretical model that web visual aesthetics positively affects positive emotions, satisfaction and aesthetic experience Positive emotions positively affects aesthetic experience value and satisfaction. Aesthetic experience value positively affects satisfaction, and satisfaction positively affects purchase intention. Also, the results show that regardless of the frequency of online shopping, improving the visual perception of pages can positively affect the experience value. Especially, the visual design of the shopping website's webpage is obviously important for online shopping low-frequency users.