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dc.contributor.author
Kolliga, Eleni
en
dc.date.accessioned
2017-05-09T07:48:31Z
dc.date.available
2017-05-10T00:00:18Z
dc.date.issued
2017-05-09
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/15306
dc.rights
Default License
dc.subject
Interface aesthetics
en
dc.subject
Hedonic motivation
en
dc.subject
Utilitarian motivation
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dc.subject
Animation
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dc.subject
Ease of use
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dc.subject
Loyalty
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dc.subject
Entertainment
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dc.subject
Satisfaction
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dc.subject
Purchase intentions
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dc.title
The Role Of Interface Aesthetics And Shopping Task On Consumer Purchase Intentions: Effect Of Animation On Web Based Stores
en
heal.type
masterThesis
en_US
heal.secondaryTitle
Effect Of Animation On Web Based Stores
en
heal.creatorID.email
e.kolliga@ihu.edu.gr
heal.classification
E-Business
en
heal.keywordURI.LCSH
Consumers' preferences
heal.keywordURI.LCSH
Consumer behavior
heal.keywordURI.LCSH
Design--Human factors
heal.keywordURI.LCSH
Computer interfaces
heal.keywordURI.LCSH
Computer interfaces--Design and construction
heal.keywordURI.LCSH
Electronic commerce--Psychological aspects
heal.keywordURI.LCSH
Electronic commerce--Planning
heal.keywordURI.LCSH
Electronic commerce--Social aspects
heal.keywordURI.LCSH
Consumers--Attitudes
heal.keywordURI.LCSH
Internet marketing
heal.keywordURI.LCSH
Internet marketing--Evaluation
heal.keywordURI.LCSH
Internet marketing--Planning
heal.keywordURI.LCSH
Internet marketing--Psychological aspects
heal.keywordURI.LCSH
Internet marketing--Social aspects
heal.keywordURI.LCSH
Internet users--Attitudes
heal.keywordURI.LCSH
Internet users--Psychology
heal.language
en
en_US
heal.access
free
en_US
heal.license
http://creativecommons.org/licenses/by-nc/4.0
en_US
heal.fileFormat
PDF
en_US
heal.recordProvider
School of Science and Technology, MSc in e-Business and Digital Marketing
en_US
heal.publicationDate
2017-05-08
heal.abstract
This dissertation was written as a part of the MSc in e-Business, Innovation and Entrepreneurship at the International Hellenic University. More and more e-commerce websites are using animation due to intense competition in order to stimulate web users’ interest. But what is the impact of moving animation on consumer perceptions towards the web page? Is this interaction affected by users’ online shopping behavior, which can be either utilitarian or hedonic? While it has been studied extensively its effect on banner-ads, it is not clear its consequences on non banner- ads e-commerce web pages. This research tries to answer these questions by studying how interface aesthetics and shopping task can influence consumers’ perceived ease of use, satisfaction, entertainment and loyalty, by manipulating the aspect of animation. This experimental research proves that animation can enhance perceived aesthetics and entertainment but there were not enough evidence to support any main effect of animation on perceived ease of use, satisfaction and loyalty. Moreover, it is not supported an interaction effect of animation and shopping behavior on consumers’ perceptions. Some theoretical and managerial implications are discussed at the end of this paper.
en
heal.advisorName
Theotokis, Aristeidis
en
heal.committeeMemberName
Berberidis, Christos
en
heal.committeeMemberName
Gatzianas, Marios
en
heal.committeeMemberName
Tjortjis, Christos
en
heal.academicPublisher
IHU
en
heal.academicPublisherID
ihu
en_US
heal.numberOfPages
60
en_US


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