The influence of web aesthetics on customers' PAD

One key focus of an online retail website is to enhance the consumers' online shopping behavior. Based on the Stimulus-Organism-Response (S-O-R) framework and pleasure, arousal, and dominance (PAD) emotional model, we investigated the relationship between consumers' emotional model and purchase behavior from the perspective of web aesthetics, and how web aesthetics affect their purchase behaviors through the emotional model. Using 441 questionnaire responses and structural equation modeling, we verified that both aesthetic formality and aesthetic appeal influence purchase behaviors through the emotional model. In the emotional model, web aesthetics have significant and positive influences on control, which is composed of behavior control, cognitive control, and decisional control. Control indirectly influences pleasure through the mediations of energetic arousal and tense arousal. Additionally, pleasure and searching on other websites positively influences purchasing behavior. The aim of this study was to provide practical recommendations in the establishment of a pattern of web aesthetics that influence consumers' emotions.