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.

中文翻译：

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产品美学信息对在线购物中网站吸引力的影响

目的本研究假设电子供应商可以将产品审美信息（PAI）用作一种战略定位工具，以塑造消费者对电子供应商网站的看法。设计/方法/方法为了测试此框架，将服装的颜色（产品美学的关键要素）上的变化显示给四个不同的处理组，以确定美观处理是否会影响网站的感知。结果结果表明，认为产品具有视觉吸引力的消费者也认为电子卖家的网站有用，从而带来了购物体验。积极的看法会使消费者对供应商的网站形成积极的态度。原创性/价值尽管在营销和心理学方面对产品美学进行了深入研究，它与电子商务领域的相关性尚未得到充分开发。为了填补空白，本文提出了一个理论框架，该框架解释了PAI如何影响购买者对其在线购物体验的认知和情感评估，进而塑造了他们对电子供应商网站的态度。