Key Dimensions of Web Design Quality as Related to Consumer Response

There are two major objectives of this study. The first is to identify what key dimensions significantly influence the design quality of an electronic market on the Web; the second, to identify consumer reactions to design quality of Web sites. Four key dimensions were identified: (1) information and service quality, (2) system use, (3) playfulness, and (4) system design quality. An experiment examined how design quality is related to various customer reactions. The results show that a well-designed Web site will increase the level of customer recall and recognition. Also, a well-designed Web site will lead customers to have favorable attitudes toward the site and its products and services that are presented through the site.