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Du design des sites de m-commerce aux intentions comportementales

Abstract : This study examines the effects of the design of m-commerce websites (color contrast, font and layout) on the affective states (pleasure, arousal and dominance) and consumer behavior (purchase intention and intention to revisit). Factorial plan 2x2x2 was defined. An m-commerce website, in 8 different variants, was designed for the experiment. The research was conducted on French and Tunisian consumers. 439 responses were collected from both online and personal survey questionnaires. Results show significant effects of website characteristics on the intention of purchase, revisit intentions and the intention to recommend the web site and that the arousal has a mediating effect between the design and the intentions in Tunisia but not in France. The managerial implications are discussed.
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Submitted on : Thursday, July 11, 2019 - 3:56:19 PM
Last modification on : Wednesday, November 3, 2021 - 5:57:23 AM


  • HAL Id : hal-02180707, version 1


Jean-Éric Pelet, B. Taieb, Norchène Ben Dahmane Mouelhi. Du design des sites de m-commerce aux intentions comportementales. 21st Symposium of the Association Information and Management 2016, AIM 2016, May 2016, Lille, France. ⟨hal-02180707⟩



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