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Impact of Website Aesthetics and Usability on Consumer Purchase Behaviour

Authors:

^1*Dr. Mariyappan N, ²Dr. Akila B, ³Punarvika K, ⁴Dr. Gagana V

^1*,3,4School of Commerce and Economics, Presidency University, Bangalore, Karnataka, India

²Department of Commerce, FSH, SRM Institute of Science and Technology, Kattankulathur, Tamilnadu, India

Email: mariyappan.n@presidencyuniversity.in

Abstract: In the changing terrain of digital economy, website design and functionality have become major determinant of consumer behaviour. Emphasising the mediating influence of perceived trustworthiness, this conceptual paper investigates how usability and website aesthetics affect consumer purchase intention. Grounded in the Stimulus-Organism-Response (S-O-R) theoretical framework, the study positions website aesthetics (visual appeal, design consistency) and usability (navigation ease, responsiveness) as external stimuli that affect users' internal cognitive evaluations—particularly trust development. The paper contends that when websites not only offer a good visual experience but also simple usability and navigation, consumers are more likely to create positive purchase intentions. Moreover, a fundamental psychological mechanism that closes the distance between interface design and behavioural results is trust in the website. This model gives practitioners trying to maximise user experience in e-commerce platforms practical insights and a complete basis for upcoming empirical validation. The study adds to the increasing corpus of knowledge on digital interface design and online buying dynamics by including design psychology with consumer behaviour theory.

Keywords: Website Aesthetics, Website Usability, Perceived Trustworthiness, Purchase Intention, Conceptual Framework, Consumer Behaviour, E-Commerce, S-O-R Model, User Experience (UX), Online Trust