The Importance of Web Atmospherics with Emphasis on Visual Complexity in Online Retailing Based on S-O-R Paradaigm

Abstract

Purpose - Online retailing web sites have become a valuable platform where consumers are exposed to companies’ products and services. Online web sites’ visual characteristics include text, pictures, graphics, layout, motion have been identified as some of the main factors contributing to repetitive visits and purchases. As visual design and making the right design decisions are critical to effective online retailing, clarifying these visual elements are crucial. Accordingly, the purpose of this study is to provide the main insights highlighted in the literature related to online shopping web site visual cues as well as to propose the adaptation of visual complexity concept to this relatively new environment via S-O-R paradigm discussion. Methodology - Through a literature review, the importance of web site atmospherics with emphasis on visual complexity and their influence on consumers’ decision making process via their cognitive and emotional states based on S-O-R paradigm is discussed. Findings – Both the online and offline retailing literature survey suggests that visual complexity of an online retailing web site may have a strong effect on marketing outcomes (revisit/repurchase) and S-O-R paradigm is the foundational theory that helps to support this major argument. Conclusion - As online shopping becomes more competitive, online retailers continuously look for ways to attract more online customers and hence increase their purchase intentions. One way to induce revisit intention is to provide an online retailing environment that features superior atmospherics that are visually less complex. Rather than getting lost in the design decision of each element individually, taking a more holistic approach attempting to understand the interplay between visual cues that define visual complexity is a necessity to generate effective marketing strategies in online retailing.