Enhanced Consumer Purchasing Behavior in E-Commerce: The Three Levels of Emotional Design Approach

Consumer purchasing behaviour is an essential element in e-commerce that must be studied carefully to make sure that the e-commerce website is to be developed so that it allows it to act as an excellent stimulator of a business. The website's potential can be better accelerated by having it induced with the components of emotional design that can positively affect the purchasing behaviour of consumers. In this paper, the components of each level of the three levels of emotional design applicable to an e-commerce website are identified and studied thoroughly. The visceral level is how customers respond toward the displays and layouts of the e-commerce website, the behavioural level is the users' response to how the e-commerce websites are functioning and its efficacy regarding the experience of the users from daily behaviour and the learning process, and the reflective level rationalizes a product's purchasing decision or service on that particular e-commerce website. Thus, related to the e-commerce website, it can be a useful reference for future research for the same area of study.