The balance of function and aesthetics is critical for an e-commerce site to deliver content that is viewed as credible, valued and trusted (Schaupp, Belanger, Fan, 2009).
Content and its many forms from digital text to video, cannot exist just on its own on any website. Adding in the dimension of e-commerce only makes the role of function and aesthetics even more critical. Content itself is changing drastically, moving away from HTML-based text that is one-dimensional in design to pervasive use of video and interactive infographics. Content is progressing so rapidly that certain areas of it are blurring the lines between function and aesthetics, most notably in interactive e-commerce sites that rely heavily on video.
Conclusion
As a result of the rapid maturation of content, contextual structure as defined by function and aesthetics is indispensible for current and future generation...
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