Designing purchasing environment that produce specific emotional effects in the buyer might enhance purchase probability. However, studies on effect of website aesthetics on emotion and behavior intention seem to be limited. Therefore, the purpose of this study is to investigate the effect of visual aesthetics on approach/avoidance intention and the mediating role of emotional responses. Overall, 116 subjects participated in the experiment. A repeated measure design with three levels of website aesthetics which are classical, expressive, and low aesthetics was employed to investigate the emotional response and approach/avoidance intention. The results show that aesthetics of website affects emotional responses and that the emotions affect approach/avoidance intention. The design factors, which induce higher pleasure or arousal, will produce higher approach intention.
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