THE EFFECT OF WEBSITE APPEAL ON BEHAVIORAL INTENTION IN ONLINE SHOPPING AND THE MEDIATING ROLE OF EMOTIONAL APPEAL

Öz

This article analyzes the effect of the visual and emotional appeal of the online web page on the behavioral intentions of the consumers. Furthermore, the role of emotional appeal in mediating the effect of visual appeal on behavioral intention was tested. The survey method was used to reach 208 participants who shopped in online retailing for the study. The validity of the research model and the testing of the hypotheses were made with process macro analysis. According to the findings, visual appeal has a positive and significant effect on emotional appeal and behavioral intention. The emotional appeal was shown to have a positive and significant impact on behavioral intention. In addition, it has been observed that emotional appeal has a mediating role in the indirect effect of visual appeal on behavioral intention.

Anahtar Kelimeler

• Online shopping
• web design
• behavioral intention

THE EFFECT OF WEBSITE APPEAL ON BEHAVIORAL INTENTION IN ONLINE SHOPPING AND THE MEDIATING ROLE OF EMOTIONAL APPEAL

Öz

Bu makale, çevrimiçi web sayfasının görsel ve duygusal çekiciliğinin tüketicilerin davranışsal niyetleri üzerindeki etkisini analiz etmektedir. Ayrıca duygusal çekiciliğin görsel çekiciliğin davranışsal çekicilik üzerindeki etkisinde aracılık rolü de test edilmiştir. Araştırma amacı doğrultusunda online perakendecilikte alışveriş yapan 208 katılımcıya anket yöntemi kullanılarak ulaşılmıştır. Araştırma modelinin geçerliği ve hipotezlerin test edilmesi process macro analizi ile yapılmıştır. Araştırma sonuçlarına göre görsel çekicilik, duygusal çekicilik ve davranışsal niyet üzerinde olumlu ve anlamlı bir etkiye sahiptir. Duygusal çekiciliğin davranışsal niyet üzerinde olumlu ve anlamlı bir etkisi bulunmuştur. Ayrıca, görsel çekiciliğin davranışsal niyet üzerindeki dolaylı etkisinde duygusal çekiciliğin de aracı bir role sahip olduğu görülmüştür.

Anahtar Kelimeler

• Online alışveriş
• web tasarımı
• davranışsal niyet

Kaynakça

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