Role of Designing: Examining the Role of Web Atmospherics on Consumer Experience

Abstract

This research aims to uncover the components of the online experience that facilitate customer engagement and how they affect consumers' decision-making. Online retailers are constantly searching for new methods to draw in more clients and, in turn, improve their purchase intentions as the online shopping market gets more competitive.Offering an online shopping environment with improved atmospherics and less visual complexity is one technique to encourage the intention to return. Analysing atmospherics in the digital age yields significant insights since services are intangible. E-commerce companies enhance the visual design of their websites to entice customers to make purchases.This manuscript aimed to primarily explore the function of atmospherics in the service encounter, with a particular focus on atmospherics' impact on the consumer's decision-making process. The results of this study demonstrate that web administrators ought to devote more resources to the hints that raise the suspense factor of Web portal atmospherics. This study expands the researchers' present understanding of e-retailing and online purchasing behaviour and is also helpful for online businesses in designing web portals.