Electronic Commerce Research

, Volume 16, Issue 3, pp 297–333 | Cite as

Eyeing the web interface: the influence of price, product, and personal involvement

  • Nitin WaliaEmail author
  • Mark Srite
  • Wendy Huddleston


Although Internet retailing has become part of mainstream commerce, there is still lack of research related to web interface design as a function of product price, product complexity, and personal involvement of consumer with the product. Different types of products require different aspects of information and environment as demanded by consumers; thus, it is imperative for retailers to appropriately tailor their online presentation of products. Drawing from the elaboration likelihood model and media richness theory, we investigate the effectiveness of peripheral cue-dominated interfaces, balanced cue-dominated interfaces, and central cue-dominated interfaces on consumer purchase intention. Nearly 1000 subjects participated in this study over a period of 2 years. Our analyses provide support for the contention that the role of website cues (peripheral and central) on the consumer varies by the type of product. Our findings have implications for research and practice.


Elaboration likelihood model (ELM) Media richness theory (MRT) Peripheral cues Central cues Web interface design Structural equation modeling 

Supplementary material

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© Springer Science+Business Media New York 2015

Authors and Affiliations

  1. 1.Dauch College of Business and EconomicsAshland UniversityAshlandUSA
  2. 2.Sheldon B. Lubar School of BusinessUniversity of Wisconsin-MilwaukeeMilwaukeeUSA
  3. 3.Department of Kinesiology, College of Health SciencesUniversity of Wisconsin-MilwaukeeMilwaukeeUSA

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