The Effect of Website Design Artifacts and Emotions on Behavioral Purchase Intention in M-Commerce

Due to the huge proliferation of m-commerce in online business, practitioners and researchers from all over the world have paid their attention towards it. Different website design artifacts have a different effect on consumers' emotions and behavioral intentions. Also, emotions and behavior vary from consumer to consumer. Therefore, it is important to highlight the website design artifacts that affect consumers' emotions and behavioral intentions in the context of m-commerce. So far, emotions have been widely neglected in the extant literature. To fill this gap and to provide useful insights, this study examined the effect of website design artifacts (i.e. visual design, content design, and navigation design) on positive and negative emotions leads to consumers' behavioral purchase intention. For the collection of data, a questionnaire was designed. Moreover, a partial-least square approach was employed for the analysis of the collected data. The results showed a substantial effect of visual design and content design on both positive and negative emotions and ultimately, on purchase intention. Navigation design significantly influences positive emotion but not on negative emotion. Lastly, positive emotion observed as a strong antecedent of purchase intention in m-commerce context.