The Impact Of Website Design Features On Behavioral Intentions

The design of a website interface plays an important role in online purchasing, and customers are more likely to visit and buy from betterdesigned websites. However, previous studies have not provided consistent information about the features a website should provide. Based on Hausman and Siekpe’s (2009) comprehensive model, this study aims to empirically verify whether the model can be applied in e-service markets to predict and explain website users’ behavioral intentions (trade intentions and revisit intentions). Based on the data from a survey of 303 Internet users, the results indicate that computer factors and human factors, the key website design features, are significantly related to website users' experiences: perceived usefulness, perceived entertainment value, and perceived informativeness, in turn, significantly affect the intermediary outcomes of attitude toward the site and, ultimately, influence users' behavioral intentions.