Abstract
Creating effective online customer experiences through well-designed product web pages is critical to success in online retailing. How such web pages should look specifically, however, remains unclear. Previous work has only addressed a few online design elements in isolation, without accounting for the potential need to adjust experiences to reflect the characteristics of the products or brands being sold. Across 16 experiments, this research investigates how 13 unique design elements shape four dimensions of the online customer experience (informativeness, entertainment, social presence, and sensory appeal) and thus influence purchase. Product (search vs. experience) and brand (trustworthiness) characteristics exacerbate or mitigate the uncertainty inherent in online shopping, such that they moderate the influence of each experience dimension on purchases. A field experiment that manipulates real product pages on Amazon.com affirms these findings. The results thus provide managers with clear strategic guidance on how to build effective web pages.
| Original language | English |
|---|---|
| Pages (from-to) | 98-119 |
| Number of pages | 22 |
| Journal | Journal of Marketing |
| Volume | 83 |
| Issue number | 2 |
| DOIs | |
| State | Published - Mar 2019 |
Bibliographical note
Publisher Copyright:© American Marketing Association 2018.
Funding
The author(s) disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: The authors received an MSI Research Grant for this project. The authors thank content26, the Marketing Science Institute, and the Center for Sales and Marketing Strategy at the University of Washington for their help conducting this research.. The author(s) disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: The authors received an MSI Research Grant for this project.
| Funders |
|---|
| The George Washington University |
| Ministry of Science and Innovation, New Zealand |
Keywords
- Online customer experience
- Online design elements
- Online retailing
- Taguchi design
- Web design
ASJC Scopus subject areas
- Business and International Management
- Marketing
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