Special Issue / Invited Peer-Reviewed Article
The Effect of UX on the Brand Attitude of E-commerce Sites & Apps:
A Comparison of Amazon and Rakuten
2020 Volume 39 Issue 3 Pages 32-51
Details
2020 Volume 39 Issue 3 Pages 32-51
With the rapid improvement of the Internet environment and the spread of smartphones, the number of potential touchpoints between companies and consumers has grown. As a result, companies need to offer consumers a superior experience to differentiate themselves from their competitors. While the notion of providing consumers with “experiences” through products and services is a part of current management techniques, there is still little scientific research on the impact of user experience (UX). This study analyzed the essential elements and impact of e-commerce websites’ UX on brand attitude through a review of prior research concerning UX and brands. Six UX elements were selected from those proposed by Peter Morville’s “User Experience Honeycomb” (2004), and the impact of each on brand attitude was examined. The results confirmed that, even when viewed scientifically, these elements are essential factors in actual UX design. Additionally, four of these six elements have a positive impact on brand attitude, which can provide suggestions from a management perspective.
