La présentation des produits sur les sites web marchands et les réactions des internautes : une expérimentation sur la mise en page
Abstract
The objective of this research is to study the impact of commercial websites' products layout on users' reactions. The results of a qualitative study (28 respondents) and an experimental study (486 individuals) reveal that layout has a direct effect on the pleasure, perceived information quality, and perceived aesthetics. In addition, they highlight an indirect impact of assortment layout on navigation time and purchasing intent through the mediating effect of the perceived information quality and the pleasure. This article contributes to the enrichment of the literature dedicated to the topic of web atmosphere and raises managers' awareness on the consequences of their choices in terms of assortment layout.