The influence of web aesthetics on customers’ PAD

作者：

Highlights：

• We adopt the Stimulus-Organism-Response framework in the PAD emotional model.

• We study the relationship between PAD and purchase behavior by the web aesthetics.

• We confirm that web aesthetics influence purchase behavior through PAD model.

• Pleasure is affected by the three controls of PAD via energetic and tense arousal.

• Pleasure and searching on other web sites positively influence purchasing behavior.

摘要

•We adopt the Stimulus-Organism-Response framework in the PAD emotional model.•We study the relationship between PAD and purchase behavior by the web aesthetics.•We confirm that web aesthetics influence purchase behavior through PAD model.•Pleasure is affected by the three controls of PAD via energetic and tense arousal.•Pleasure and searching on other web sites positively influence purchasing behavior.

论文关键词：Stimulus-Organism-Response theory,PAD theory,Web aesthetics,Emotional model

论文评审过程：Available online 17 April 2014.

论文官网地址：https://doi.org/10.1016/j.chb.2014.03.050