| Summary: | 碩士 === 國立中興大學 === 科技管理研究所 === 104 === Aesthetics has largely been ignored in earlier research on website design. Recently, studies have started to show that website aesthetics would be an important role in facilitating consumer purchasing intentions. This study, therefore, aims to investigate the effect of website aesthetics on brand image and consumer purchasing intentions.
An experimental study designed with two levels of aesthetics, classical and expressive, is conducted to examine the relationship between aesthetics design and brand image, and between aesthetics design and purchasing intentions. Participants are divided randomly into two groups - Group A (classical) and Group B (expressive) to express their opinions relate to the website. Overall, 311 subjects participated in the experiment.
The analyzed results show that both classical and expressive aesthetic significantly affect brand image and purchasing intentions, and it also indicates that two levels of aesthetics can influence customers’ personal preference on the websites. Finally, this paper discusses practical and academic implications and recommendations based on these findings. Through the conclusion of this study it will offer assistance to website designers and online retailers.
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