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Article
Publication date: 17 September 2020

Masoud Ramezani Nia and Sajjad Shokouhyar

The success of e-commerce websites depends on their effective communication and influence on their users. At first glance, the users are impressed by the website design…

Abstract

Purpose

The success of e-commerce websites depends on their effective communication and influence on their users. At first glance, the users are impressed by the website design and, if inspired, they would continue their operations on the website. This paper aims to evaluate the effects of visual aesthetic of the Web pages on users’ behavior in online shopping environment. In particular, the paper aims to evaluate the elements of visual aesthetic on the organism variables (i.e. “satisfaction,” “arousal,” “perceived on-line service quality” and “trust”) and measure them on the users’ response (i.e. purchase, comparison and re-visit).

Design/methodology/approach

Using the stimulus–organism–response (S-O-R) framework, the authors first assessed direct and indirect effects of visual aesthetics of e-commerce websites on customer responses. Then, the Visual Aesthetics of Websites Inventory (VisAWI) method was used to examine the effects of four dimensions (i.e. craftsmanship, simplicity, diversity and colorfulness) on users’ perceived website aesthetics. To do so, DigiKala.com, a famous Iranian e-commerce website was selected and the questionnaires were distributed among its users.

Findings

The study results revealed that the website aesthetics in the S-O-R evaluation had the greatest direct impact on “perceived quality of online services,” “trust,” “satisfaction” and “arousal,” respectively. These variables also indirectly affected “shopping,” “revisit” and “comparison to similar products on other websites.” Regarding the evaluations based on the VisAWI, the component “craftsmanship” played the most central role in expressing the website aesthetics, followed by the variables “simplicity,” “diversity” and “colorfulness,” respectively.

Originality/value

Although the considerable effect of Web aesthetics on customers’ purchase behavior has been identified in previous research, it has not been accurately measured. Furthermore, studies on Web aesthetics are mostly limited to information systems’ users and do not concern consumers. Therefore, considering the increasing growth in online shopping and the significance of Web aesthetics to online consumers, investigating how consumers respond to Web aesthetics is of vital importance.

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Article
Publication date: 15 April 2020

Chin-Shan Lu, Hsiang-Kai Weng, Shiou-Yu Chen, Chi Wai Chiu, Hiu Yan Ma, Ka Wai Mak and Ting Chi Yeung

This study aims to examine the linkages between port aesthetics, destination image, tourist satisfaction and tourist loyalty in Hong Kong.

Abstract

Purpose

This study aims to examine the linkages between port aesthetics, destination image, tourist satisfaction and tourist loyalty in Hong Kong.

Design/methodology/approach

To achieve this objective, the authors surveyed 247 tourists in Hong Kong. Using factor analysis and structural equation model (SEM) to identify the constructs of port aesthetics and analyze its relationship with destination image, tourist satisfaction and tourist loyalty.

Findings

Five-port aesthetics constructs were identified, namely, leisure and culture, design and cognition, atmosphere, recreational facilities and memory. The results of SEM revealed the following: port aesthetics positively influenced destination image; destination image positively influenced tourist satisfaction; and tourist satisfaction had a positive influence on tourist loyalty. This research also found that the indirect effect of port aesthetics on tourist loyalty via destination image and tourist satisfaction.

Originality/value

While the environmental qualities of a port could potentially affect destination image, tourist satisfaction and loyalty, this study developed and validated a measurement instrument of perceived port aesthetics from a tourist’s perspective. Specifically, this research proposed a structural model to explain the relationships between port aesthetics, destination image, tourist satisfaction and loyalty.

Details

Maritime Business Review, vol. 5 no. 2
Type: Research Article
ISSN: 2397-3757

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Article
Publication date: 9 September 2019

Sony Kusumasondjaja

The purpose of this paper is to examine the strategic importance of visual aesthetics and presentation modality for consumer responses to fashion luxury brand content…

Abstract

Purpose

The purpose of this paper is to examine the strategic importance of visual aesthetics and presentation modality for consumer responses to fashion luxury brand content posted on Instagram.

Design/methodology/approach

A content analysis of 40,679 posts on the official Instagram accounts of 15 global luxury brands was conducted.

Findings

Brand posts using expressive aesthetic image received more likes and comments on Instagram than those with classical aesthetics. Brand video content received more likes and comments than static content. There was also a significant interaction between visual aesthetics and presentation modality in generating likes and comments. Brand content adopting expressive aesthetic and audio-visual modality generated more responses when using audio-visual modality, while content using classical aesthetics produced more responses in a visual-only format.

Practical implications

As visual aesthetics and modality resulted in different responses to Instagram ads, luxury marketers should consider using appropriate approaches when creating brand posts on Instagram.

Originality/value

This is one of the few studies examining the effectiveness of visual aesthetics and presentation modality in Instagram advertising, especially in luxury fashion brand context.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 24 no. 1
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 11 November 2019

Mark Buschgens, Bernardo Figueiredo and Kaleel Rahman

The purpose of this paper is to investigate how visual aesthetic referents used in branding can help foster a transnational imagined community (TIC). The authors use…

Abstract

Purpose

The purpose of this paper is to investigate how visual aesthetic referents used in branding can help foster a transnational imagined community (TIC). The authors use brands embedded with Middle Eastern visual aesthetics as a research context. As such, the study aims to examine how Middle Eastern non-figurative art is used by non-Middle Eastern brands to foster an imagined Middle Easternness.

Design/methodology/approach

Through a critical visual analysis, the authors apply a visual social semiotic approach to Middle Eastern art canons to better understand the dimensions of transnational imagined communities.

Findings

The study finds and discusses six sub-dimensions of Middle Easternness, which compose two overarching dimensions of TIC, namely, temporal and spatial. These sub-dimensions provide brand managers and designers with six different ways to foster transnational imagined communities through the use of visual aesthetic referents in branding.

Research limitations/implications

This research identifies the specific visual sub-dimensions of brands that enable transnational communities to be imagined.

Practical implications

Understanding the visual aesthetic sub-dimensions in this study provides brand managers with practical tools that can help develop referents that foster transnational imagined communities in brand building to achieve competitive advantage and reach a transnational segment.

Originality/value

Prior studies have primarily focussed on how visual aesthetics help in understanding issues related to national identity. In contrast, this paper examines the use of visual aesthetics in branding from a transnational perspective.

Details

European Journal of Marketing, vol. 53 no. 11
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 7 October 2019

Walid Chaouali, Imene Ben Yahia, Renaud Lunardo and Abdelfattah Triki

Applying the stimulus–organism–response model, the purpose of this paper is to analyse the influence of design aesthetics (stimulus) on adoption and recommendation…

Abstract

Purpose

Applying the stimulus–organism–response model, the purpose of this paper is to analyse the influence of design aesthetics (stimulus) on adoption and recommendation intentions (response) of mobile banking applications through the mediating role of perceived usefulness and trust (organism). Importantly, this research further examines the moderating effect of persuasion knowledge, which attenuates the effects of design aesthetics on perceived usefulness and trust.

Design/methodology/approach

A survey is conducted with the help of panellist among a sample of 213 bank customers who are not yet users of mobile banking. Data are analysed using the PROCESS macro.

Findings

The results show that design aesthetics positively influence perceived usefulness and trust. These variables, in turn, positively affect adoption and recommendation intentions of mobile banking applications. Interestingly, the findings also demonstrate that persuasion knowledge moderates the effects of design aesthetics on perceived usefulness and trust, as well as their mediating effect.

Originality/value

Because the results demonstrate that persuasion knowledge weakens the effects of design aesthetics on perceived usefulness and trust, the originality of this research rests upon its reconsideration of the “what is beautiful is good” effect and the questioning of the supremacy of this effect. These results provide insights for academics to better explain and increase adoption and recommendation intentions. Moreover, the results can help banking practitioners to improve their policies and strategies pertaining to mobile banking applications.

Details

International Journal of Bank Marketing, vol. 37 no. 7
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 18 July 2019

Walid Chaouali, Renaud Lunardo, Imene Ben Yahia, Dianne Cyr and Abdelfattah Triki

The purpose of this paper is to examine how customers derive value (functional, emotional, social and epistemic value) from the design aesthetics of mobile banking…

Abstract

Purpose

The purpose of this paper is to examine how customers derive value (functional, emotional, social and epistemic value) from the design aesthetics of mobile banking applications and then form intention to adopt mobile banking. Furthermore, this research investigates the moderating effect of happiness, which is predicted – and showed – to strengthen the effects of design aesthetics on value.

Design/methodology/approach

A survey using screenshots of mobile banking applications was administered to a sample of 281 bank customers. Data were analysed using SmartPLS.

Findings

The results show that design aesthetics have a positive effect on functional, emotional, social and epistemic value. In turn, these value dimensions positively affect intention to adopt mobile banking. The findings also demonstrate that happiness moderates the effects of design aesthetics on these value dimensions.

Practical implications

This work can be useful to designers of banking applications and other practitioners to improve their policies and strategies related to mobile applications.

Originality/value

This research represents an initial attempt to examine how customers derive functional, emotional, social and epistemic value from design aesthetics in mobile banking. In addition, this research demonstrates that happiness moderates – and more specifically strengthens – the effects of design aesthetics on customer value. The results provide a theoretical contribution to the importance of value in customer decision making, and in the current case, in the seldom-researched area of mobile banking.

Details

International Journal of Bank Marketing, vol. 38 no. 1
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 29 May 2007

Mathieu Weggeman, Irene Lammers and Henk Akkermans

This paper aims to explore the relationship between aspects of aesthetics and the performance of organizations. It outlines a research agenda for studying the impact of…

Abstract

Purpose

This paper aims to explore the relationship between aspects of aesthetics and the performance of organizations. It outlines a research agenda for studying the impact of aesthetic factors upon organizational design and change.

Design/methodology/approach

In the paper, a set of seven propositions is developed to address various aspects of organizational performance that are influenced by beauty in organizations. These propositions are based on a distinction between the concepts process aesthetics, product aesthetics and aesthetic sensibility.

Findings

The hypotheses suggest that organizational performance might be enhanced by the beauty of products and services, and indirectly by the aesthetics of organizational work processes, organizational structures, the personal well‐being of employees and organizational designers with a high degree of aesthetic sensibility.

Research limitations/implications

The hypothesis in this paper should be tested by future researchers.

Practical implications

The paper might enhance the awareness of practitioners of the practical value of aesthetics

Originality/value

The paper adds to the new field of organizational aesthetics a performance‐oriented approach based on a design perspective.

Details

Journal of Organizational Change Management, vol. 20 no. 3
Type: Research Article
ISSN: 0953-4814

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Article
Publication date: 18 June 2010

Theodora Issa and David Pick

The purpose of this paper is to report on the results of research focusing on the relationship between aesthetics and spirituality in the Australian services sector.

Abstract

Purpose

The purpose of this paper is to report on the results of research focusing on the relationship between aesthetics and spirituality in the Australian services sector.

Design/methodology/approach

The research employs an interpretive mixed‐method approach. The data were collected using an online survey developed from a range of existing research tools. The population of interest is employees in the Australian services sector. The results were analysed using quantitative and qualitative data analysis techniques.

Findings

The results of the analysis suggest that people who work in the Australian services sector tend to consider themselves “spiritual”, but it is a spirituality that is not necessarily religious, it might more likely be derived from aesthetics.

Research limitations/implications

The main limitation of this study is the small sample size, which limits the inferences that can be drawn. Despite this limitation, this study has important implications in that it illuminates and attempts to resolve some of the conceptual confusion and contradictions in the existing literature relating to aesthetics and spirituality. It is proposed that aesthetics be equated with an expressed spirituality that has no connection with religiosity and spirituality be equated with expressed religious beliefs.

Originality/value

This paper presents an investigation of the relatively neglected area of spirituality and aesthetics in the context of the Australian business environment and stimulates the debate about spirituality and aesthetics in the workplace.

Details

Management Research Review, vol. 33 no. 7
Type: Research Article
ISSN: 2040-8269

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Article
Publication date: 2 May 2017

Samrand Toufani, John Philip Stanton and Tendai Chikweche

The purpose of this paper is to examine how potential purchasers of a personal information, communication and entertainment device such as a smartphone, perceive the…

Abstract

Purpose

The purpose of this paper is to examine how potential purchasers of a personal information, communication and entertainment device such as a smartphone, perceive the aesthetics of such a product. It then examines whether appreciation of the product’s aesthetics influences their purchase intention through different dimensions of perceived value drawn from perceptions of the product’s aesthetics, or whether there is a direct relationship from aesthetics to purchase intention.

Design/methodology/approach

Mixed methods consisting of two focus groups, a pilot and large online surveys were used for instrument confirmation and data collection. Data were analysed and hypotheses were tested using partial least squares structural equation modelling techniques.

Findings

Aesthetics’ primary effect on purchase intention is not direct, but rather indirect through perceived social and to a lesser extent, perceived emotional value while the importance of aesthetics on perceived functional value is far less. There was also support for a formative approach in the construction of an aesthetics scale with the identification of four different latent factors of aesthetics.

Research limitations/implications

This study is product specific but should be extendable to the product category. The possibility of other variables affecting the aesthetic appreciation of a product also needs consideration.

Practical implications

The study provides managers with insights on how aesthetics can be used to strengthen purchase intention in terms of both product development and promotional strategies. Aesthetics’ appeal to social and emotional perceived values, rather than functional value, provides guidance on how to use aesthetics in promotional campaigns.

Originality/value

Despite the richness of the literature on aesthetics, only a limited number of studies have researched the factors influencing aesthetic appreciation of a product and the effect on purchase intention. This research expands knowledge in the area thereby providing new insights on the influence of aesthetics on marketing.

Details

Marketing Intelligence & Planning, vol. 35 no. 3
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 3 September 2018

Patricio Esteban Ramírez-Correa, Francisco Javier Rondán-Cataluña and Jorge Arenas-Gaitán

The purpose of this study is to explore the role of visual aesthetics as a key in generating satisfaction in student information system (SIS) users and to discover…

Abstract

Purpose

The purpose of this study is to explore the role of visual aesthetics as a key in generating satisfaction in student information system (SIS) users and to discover relationships to other antecedents. This work has also studied how gender discriminates those relationships.

Design/methodology/approach

DeLone and McLean’s model of information systems success, visual aesthetic and gender socialisation theory are used as a theoretical framework for the study. An explanatory model was proposed based on the previous literature, and then this model was validated using a sample of undergraduate students. Partial Least Squares was chosen as the approach to conduct the statistical analysis.

Findings

First, the findings show that the variance explained by the proposed model in user satisfaction of SIS is 67 per cent. Second, visual aesthetics has a significant direct effect on user satisfaction of SIS, but the indirect effect is much higher, through its relationship to system quality and information quality. Third, the results indicate that there are significant differences between men and women in the direct relationship between visual aesthetics and user satisfaction of SIS, and this relationship being much more intense in the case of women.

Originality/value

The study highlights the role of visual aesthetics as a variable that explains user satisfaction in information systems; this fact emphasises on the importance of taking into account aesthetics when designing information systems. In addition, the findings support the existence of a novel relationship between visual aesthetics and information quality. Finally, new evidence on gender differences concerning user satisfaction in information systems is presented; this result indicates in the opposite direction to recent studies that imply a certain homogenisation of gender in relation to the perceptions associated with the technologies of the information.

Details

Kybernetes, vol. 47 no. 8
Type: Research Article
ISSN: 0368-492X

Keywords

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