Do not throw ugly products online-Examining the effect of product aesthetics on consumers' online shopping experiences

摘要

The present study found that such product attributes as product color appeal, animportant facet of product aesthetics, play an important role in consumers' onlineshopping experiences. This study established the product-to-website relationship.Specifically, it showed that product color appeal positively influences consumers'perceptions of website usefulness and enjoyment, as well as online trust. Consumers'perceived website usefulness and online trust subsequently influence their attitudestoward the e-commerce websites.