Noam Tractinsky

This study examines the role of aesthetic design in Web-based stores. Designing Web-based stores involves the application of knowledge from diverse fields such as marketing and human-computer interaction. We integrate research findings from different areas to propose that the role of aesthetics can be examined using a conceptual framework that takes into account the contingent nature of the consumer, the product, and the shopping process. We also suggest that two subdimensions of Web aesthetics, termed "classical" and "expressive," may aid in understanding and shaping consumer behavior on the Internet. We develop theoretical arguments and propositions, and present some examples to illustrate our approach as to the different products that can be sold under different Web designs.