Omnichannel communication in the context of postgraduate studies at the Universidad Tecnológica Israel

Abstract:

The development of new technologies has allowed websites to be visually more attractive to their visitors. This visual appeal has relevance in the consumers’ perceptions, in particular in the perception about the sophistication of the website. In this context, we developed a study that sought to analyze the relationship between the website’s visual appeal, usability and sophistication in online satisfaction. From the data sample collected, consisting of 223 observations, the results obtained through estimation using structural equations model (SEM) highlight the importance of presenting products in online stores. Thus, website visual appeal shows effects on usability and sophistication. Additionally, website usability has an influence on the sophistication of the site and online satisfaction.

Año de publicación:

2020

Keywords:

• Sophistication
• Usability
• Online satisfaction
• WEBSITE
• Visual aesthetic

Fuente:

scopus