Web aesthetics effects on perceived online service quality and satisfaction in an e-tail environment: The moderating role of purchase task

This study examines the effects of the two dimensions of web aesthetics, aesthetic formality and aesthetic appeal, on consumersʹ perceived online service quality and satisfaction during service encounter. The findings showed that, between task-oriented and task-free consumers, the patterns of the effects of the two dimensions of web aesthetics on perceived online service quality and satisfaction are dissimilar. However, regardless of the presence or absence of purchase tasks, aesthetic formality significantly influences perceived online service quality, and aesthetic appeal significantly influences satisfaction. In addition, the effect of aesthetic appeal on satisfaction is negative for task-oriented consumers. Managerial implications on how to manipulate web aesthetics to achieve superior online service quality and high consumer satisfaction are offered.