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外文会议>AMA Summer Educators Conference
>CONSUMER REACTIONS TO AESTHETIC INCONGRUITY: INVESTIGATING AESTHETIC INCONGRUITY IN THE SERVICE CONSUMPTION CONTEXT
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CONSUMER REACTIONS TO AESTHETIC INCONGRUITY: INVESTIGATING AESTHETIC INCONGRUITY IN THE SERVICE CONSUMPTION CONTEXT
Imagine you have booked a nice hotel suite to celebrate your special anniversary. However, after you checked into the hotel, you find a hotel room is not what you expected or what you saw on its website. How would you respond? Visual design has been considered an important factor for a company when creating its website. However, is high quality visual design really better, even if the actual product or the actual physical environment is not the same as the visual image provided on the website? If the website presents a product or a service product (i.e., pictures of the hotel room) nicer than the actual product, consumers might become frustrated or regret their purchase, which, in turn, directly influences their future behavioral intentions (i.e., return and/or purchase intention).
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