WEBSITE DESIGN CUES AND ONLINE PURCHASE INTENTION: REVIEW OF LITERATURE AND AGENDA SETTING

Abstract

This paper provides insight into the concept, theories and empirical findings on the influence of website design on online purchase intention. The study draws from existing studies to establish the connection between website design cues and online purchase intention. The review shows that consumers’ evaluation and interpretation of layout and functionality of the website in addition to the security and aesthetic appeal of the website create and influence their trust, value co-creation and the intention to purchase the offering of the website of the online service provider or online stores. The paper therefore recommends that online service providers or online shops should ensure that their websites have very good layout, and the layout is functioning. The paper concludes that evaluation and interpretation of website design along with its attributes (layout and functionality of a website, security of the website and aesthetic appeal of the website) create and influence trust, value co-creation, and intention to purchase the offering of the website (online services).