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Emotionalizing e-Commerce Pages: Empirical Evaluation of Design Strategies for Increasing the Affective Customer Response

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Advances in Artificial Intelligence, Software and Systems Engineering (AHFE 2018)

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 787))

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Abstract

The interdisciplinary research of neuromarketing shows that the conscious and rational consumer is only an illusion, whereas emotions have a significant influence on consumer behavior. Therefore, this study examines the effect of emotionalized e-com pages on visitors’ emotions as well as on their behavioral intention in hedonic situations. Three landing pages are conceptualized using diverse techniques of emotional boosting along with different procedures of triggering distinct levels of neuronal activity. The impact of these landing pages is examined in an online survey, generating a sample of 391 participants. The resulting dataset is analyzed by using structural equation modeling to test the proposed hypotheses. The results confirm that emotions can be triggered only by seeing a landing page of an e-com store and that these emotions influence the behavioral intentions. Additionally, the study shows a moderating effect of long-term involvement and mood and provides recommendations for appropriate and well-designed websites.

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Authors and Affiliations

  1. Friedrich-Alexander-University Erlangen-Nuremberg, Lange Gasse 20, 90403, Nuremberg, Germany

    Alexander Piazza, Corinna Lutz, Daniela Schuckay & Freimut Bodendorf

  2. Coburg University of Applied Sciences and Arts, Friedrich-Streib-StraĂźe 2, 96450, Coburg, Germany

    Christian Zagel

Authors
  1. Alexander Piazza
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  2. Corinna Lutz
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  3. Daniela Schuckay
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  4. Christian Zagel
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  5. Freimut Bodendorf
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Corresponding author

Correspondence to Alexander Piazza .

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Editors and Affiliations

  1. University of Central Florida, Orlando, Florida, USA

    Tareq Z. Ahram

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Piazza, A., Lutz, C., Schuckay, D., Zagel, C., Bodendorf, F. (2019). Emotionalizing e-Commerce Pages: Empirical Evaluation of Design Strategies for Increasing the Affective Customer Response. In: Ahram, T. (eds) Advances in Artificial Intelligence, Software and Systems Engineering. AHFE 2018. Advances in Intelligent Systems and Computing, vol 787. Springer, Cham. https://doi.org/10.1007/978-3-319-94229-2_24

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