The effect of product aesthetics information on website appeal in online shopping

Xianghui Peng, Daniel Peak, Victor Prybutok, Chenyan Xu

Research output: Contribution to journalArticlepeer-review

18 Scopus citations


Purpose: This research posits that e-vendors can use product aesthetic information (PAI) as a strategic positing tool to shape consumers’ perceptions of e-vendors’ websites. Design/methodology/approach: To test this framework, variations on a garment’s color (a crucial element of product aesthetics) are presented to four different treatment groups to determine whether aesthetic treatment influences the perception of the website. Findings: The results suggest that consumers who consider a product visually appealing also perceive the e-vendor’s website as useful, resulting in enjoyment of the shopping experience. Positive perceptions lead consumers to form positive attitudes toward the vendor’s website. Originality/value: While product aesthetics is well-studied in marketing and psychology, its relevance to the e-commerce domain is relatively underexplored. To fill the void, the paper proposes a theoretical framework that explains how PAI influences buyers’ cognitive and affective evaluations of their online shopping experiences, which in turn shapes their attitudes toward e-vendors’ sites.

Original languageEnglish (US)
Pages (from-to)190-209
Number of pages20
JournalNankai Business Review International
Issue number2
StatePublished - 2017

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Strategy and Management


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