The Impact of Web Page Design on Consumer Behaviour in Online Shopping

Abstract

The life of a modern person cannot be imagined without the Internet; this is an obvious fact and an integral part of communication. A modern user of the global network has a wide range of possibilities. The Internet is not only a source of relevant information. The creation of an online store is one of the most popular schemes for doing business on the Internet. More recently, people did not have any confidence in the sale of goods via the Internet, but now almost every user has ordered goods on the Internet at least once. In online shopping environments, a website interface serves as the "online storefront" for customers to interact with the online retailer, and to experience and evaluate the quality of service manifested by the website design [23]. Previous studies have found that the website design interface plays an important role in online purchasing during customers’ initial experiences with an online retailer, as the website design elements and the interaction experience influence customers' initial beliefs and subsequent behavioural intentions [22] and customers are more likely to visit and buy from better-designed websites [16]. However, previous studies have not provided consistent information about the features a website should provide. The aim of the study is to analyse how consumers evaluate website design when shopping online and how website design affects purchasing power. The study analysed the value that consumers place on website design when shopping online and how website design affects purchasing power. The survey method, one of the quantitative research methods, was used as a research method.