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Article
Publication date: 30 November 2007

Amos Avny

Globalization, as the new way of division of labour, influences the world market and the economy of many countries. During the last decade, they changed (increased) the employment…

372

Abstract

Globalization, as the new way of division of labour, influences the world market and the economy of many countries. During the last decade, they changed (increased) the employment in the Service Sector in most of the EU original members and also increased their involvement in the global trade. A new member that wishes to upgrade its economy must find ways for deepening its involvement in the globalization process. It can successfully do it by finding its specific niche, by investing in infrastructures, by promoting its export‐oriented industries and by encouraging the creativity, innovative and entrepreneurship drives of its people. Countries that will fail to take the right actions will stay behind and many of its competent people would seek their livening in other promising locations.

Details

Journal of International Trade Law and Policy, vol. 6 no. 2
Type: Research Article
ISSN: 1477-0024

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Article
Publication date: 11 January 2022

Geeta Marmat

This paper aims to empirically explore the influence of website aesthetic attributes (classical and expressive) on customer brand engagement (CBE) intention.

787

Abstract

Purpose

This paper aims to empirically explore the influence of website aesthetic attributes (classical and expressive) on customer brand engagement (CBE) intention.

Design/methodology/approach

This research develops a framework and a few research hypothesis based on available literature on the concept of aesthetics, aesthetic attribute of websites and CBE, as well as other reliable resources, relevant theories, wherever required and tested it on the data collected from 400 respondents of the Y generation (Gen Y) of India by means of structural equations modelling using SPSS AMOS 21.

Findings

The findings indicate that expressive aesthetics of the brand Web pages of the beauty products is positively associated with drawing attention. Expressive aesthetics and classical aesthetics together explained 16% of the variance in attention. This indicates that aesthetic attributes indeed play a role in drawing the attention of the customer. However, mere attention is not sufficient to form the behavioural intention in the customer to engage with that particular brand unless the customer does get fully absorbed with aesthetic attributes of the brand Web pages.

Research limitations/implications

The outcome of this research is based on the view of only 400 Gen Y individuals from the city of Indore in India. This limits its generalizability across India and other country context. This study makes important contribution to brand website aesthetic and CBE literature by empirically investigating the concept of brand website aesthetics as important in interactive marketing approach to initiate CBE intention formation. It further argues that cognitive engagement is the first and foremost engagement dimension and underscores aesthetic attributes as important in forming the customer first perception based on which subsequent CBE behavioural intention develops.

Originality/value

This research adds novel insight in the relationship of the brand website aesthetic attributes and CBE by studying the impact of the aesthetic attribute of brand Web pages on the two cognitive elements, namely, attention and absorption and further its effect on brand behavioural intention taking as sample of Gen Y of India.

Details

Global Knowledge, Memory and Communication, vol. 72 no. 4/5
Type: Research Article
ISSN: 2514-9342

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Article
Publication date: 28 January 2011

Emmanouela E. Manganari, George J. Siomkos, Irini D. Rigopoulou and Adam P. Vrechopoulos

The purpose of this paper is to examine the virtual store layout's perceived ease of use effects on consumer behaviour and the perceived differences of two layout patterns most…

11646

Abstract

Purpose

The purpose of this paper is to examine the virtual store layout's perceived ease of use effects on consumer behaviour and the perceived differences of two layout patterns most commonly used in air travel web sites (i.e. grid and freeform layout).

Design/methodology/approach

Data were collected through a laboratory experiment from a total of 241 students at a business school. Structural equation modeling (SEM) was used to evaluate the research model and test the research

Findings

Results confirm and extend available knowledge regarding virtual store layout effects on shopper responses. However, findings imply that layout pattern affects perceived pleasure and not ease of use in the investigated sector. Additionally, the study confirms the moderating role of atmospheric responsiveness.

Practical implications

Managers should consider and apply the optimal level of ease of use at their web stores' virtual layout to facilitate and yet engage consumers during their online trip.

Originality/value

In the context of e‐tailing, past research examined store layout effects on consumer behaviour mostly through a Technology Acceptance Model (TAM) approach. Elaborating on these research insights, the present research attempt employs an environmental psychology approach measuring the effects of perceived layout on consumer behaviour in the online travel industry through the S‐O‐R paradigm perspective.

Details

Internet Research, vol. 21 no. 3
Type: Research Article
ISSN: 1066-2243

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