The effects of home page design on consumer responses: Moderating role of centrality of visual product aesthetics

作者：

Highlights：

• Studied a home page design as an advertising medium.

• Explored the concept of CVPA as an individual difference.

• Extended the HOE model and impression formation theory into online retailing.

• Image-oriented home page is visually fluent.

• Visually fluency influences preference and behavioral intentions.

摘要

•Studied a home page design as an advertising medium.•Explored the concept of CVPA as an individual difference.•Extended the HOE model and impression formation theory into online retailing.•Image-oriented home page is visually fluent.•Visually fluency influences preference and behavioral intentions.

论文关键词：Home page design,Visual fluency,Centrality of visual product aesthetics,Consumer behavior,Online retailing

论文评审过程：Available online 2 July 2014.

论文官网地址：https://doi.org/10.1016/j.chb.2014.05.030