Consumer Web Site Design: Purchase Intentions and Loyalty in a Business-to-Consumer (B2C) Internet Commerce Environment
RHETORICAL DISSERTATION
Electronic commerce has experienced the meteoric rise and subsequent crash of any behemoth entity cast aloft without moorings or foundation. From a now short but historical vantage point, this profound economic failure during the dot-com heyday can likely be attributed to a few key factors. Many experts in the field of e-commerce have suggested remedial reconstruction with only a few companies experiencing success in the wake of entity-wide bankruptcies.
Visual design is the logical persuasive power when influencing online consumers to buy from virtual stores. Using the previously unapplied concepts of logos (appeal to the logic), pathos (appeal to the emotions), and ethos (appeal to the credibility) to electronic commerce as found in the research taxonomy of Winn and Beck's studies, this research will reveal an appropriate melding of the consumer's perception of a positive online experience with the biopsychology of a satisfying visual experience.
Introduction
Study Extension Objectives
Practitioners as Audience
Professionals as Audience
Meaning to Institution
Importance to Personal Development
Scholarship
Literature Review
References
Introduction
Background
Corporate giants to small businesses considered investments of large amounts of time, money, resources, man-hours, and venture capital a wise decision when considering the potential return-on-investment (ROI) of the Internet boom of the early to mid-1990's. When millions of dollars were lost, experts emerged from the ashes and attempted to develop new paradigms designed to explain the failure, redirect the quickly amassed skills and resources previously applied, and stem the exit of great numbers of commercial entities from the Internet and a "virtual economy."
The Problem
Consumers are negatively affected when they are unable to "experience" a purchase prior to making it. The Internet presents a unique challenge to compensate for the lack of sensory data normally demanded by the consumer. Designers have been largely unsuccessful in adapting to this gaping chasm of expectation vs. actuality of experience with disastrous results in commerce, financial, and business ethic arenas.
Problematic is the lack of sensory input when making purchasing decisions; a traditional consumer evaluation involves seeing, touching, sampling, "trying on," smelling, hearing, and even tasting before actually making the purchase. Once these samplings and sensory evaluations have been made (pathos), this customer can then rely on the logical reasons for visiting a particular store (logos) and consider the reliability of the manufacturer (ethos) when deciding to spend the money. The Internet, by its nature, makes the pathos very difficult for online commerce to deliver.
Objective
In applied research, independent and dependent variables have been shown to work in conjunction when developing the persuasive power required to purchase intention and customer loyalty. There are eleven independent variables: logos - the logic of price, variety, product information, accessibility, and availability; pathos - the emotive response to playfulness (i.e., intent to entertain site visitors while inducing a pervasive "need to buy"), tangibility, and empathy; and ethos - the recognizability of branding, assurance, and reliability.
When applied properly to the complete human experience of consumerism, therefore, the dependent variables - purchase intention and loyalty (i.e., repeat purchase patterns and "word-of-mouth" referral) are the inevitable human return on investment.
Rationale for this investigative research falls into many realms: huge revenue potential (approximately $3 billion lost on the Internet in 1999 simply due to poor design and problems of access and navigability), socioeconomic advantage in developing improved ways of channeling consumer dollars - and thereby, consumer confidence - into American growth, a level playing field encouraging smaller enterprises to compete with monolithic corporations and thereby promoting free enterprise at its best, and taking full advantage of this, the "age of information," through ethical, open disclosure methodology to build trust, confidence, and security in the American...
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