Consumer purchasing behaviour of emotional design in e-commerce

• Main Authors: Okur, P., Aslina Baharum, Ismail, R., Nazlan, N., Nur Shahida Ab Fatah, Noor, N.A.M.
• Format: Article
• Language: English
• Published: World Academy of Research in Science and Engineering 2020
• Online Access: https://eprints.ums.edu.my/id/eprint/26272/1/Consumer%20purchasing%20behaviour%20of%20emotional%20design%20in%20e-commerce.pdf; https://eprints.ums.edu.my/id/eprint/26272/; https://doi.org/10.30534/ijatcse/2020/4691.42020

When we touched about consumer purchasing behaviour through emotional design, we refer to the three significant attributes; emotion, reasoning, and perception. Then, when we explain further about the emotional design, we are about to touch on the three levels of design; visceral, behavioural, and reflective, respectively. Designing something means designing the emotion and thus, create a vivid and symbolic image of high artistic value. The concept of emotional design is applicable to e-Commerce, an area that is booming nowadays as a result of the significant competition of technology. The findings in this research can be used as a reference in developing an impactful website which will trigger the purchase on the Internet. © 2020, World Academy of Research in Science and Engineering. All rights reserved.