Designing electronic shops, persuading consumers to buy

Claire Dormann

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    The purpose of this article is to show how to design persuasive and successful Web shops. An approach to commercial site design that draws on theories of visual persuasion is proposed. We focus on the role of emotion. Images in an ad are typically meant to create some emotional disposition toward the product, or social cause. The importance of emotions in the on-line shopping context is highlighted. Mechanisms found in visual persuasion showing ways of capturing the audience's attention and emotions are discussed. To illustrate these mechanisms, examples drawn from electronic shopping are considered. To strengthen the discussion, an evaluation of shop home pages, situated within the perspective of visual persuasion is presented. This study has given some indications that viewers form distinctive emotional impressions from shop designs. Thus, by building on visual persuasion theories, we can learn how to design seductive Web shops.
    Original languageEnglish
    Title of host publicationProceedings of the 26th Euromicro Conference
    Place of PublicationMaastricht
    Publication date2000
    ISBN (Print)0-7695-0780-8
    Publication statusPublished - 2000
    Event26th Euromicro Conference - Maastricht, Netherlands
    Duration: 5 Sept 20007 Sept 2000
    Conference number: 26


    Conference26th Euromicro Conference

    Bibliographical note

    Copyright: 2000 IEEE. Personal use of this material is permitted. However, permission to reprint/republish this material for advertising or promotional purposes or for creating new collective works for resale or redistribution to servers or lists, or to reuse any copyrighted component of this work in other works must be obtained from the IEEE


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