Affect as a mediator between web-store design and consumers' attitudes toward the store

Talya Porat, Noam Tractinsky

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

13 Scopus citations


We propose a research model that focuses on the role of emotions in HCI in the context of e-retail. Based on the environmental psychology model of Mehrabian and Russell, the model suggests that design characteristics of the Web-store influence the emotional states of visitors to the store's site, which in turn affect the visitors' approach/avoidance response towards the store. The proposed model bridges the gaps between traditional and online retail research by demonstrating that HCI concepts such as perceptions of Web site aesthetics and usability constitute a psychological environment that influences the consumers' affective states.

Original languageEnglish
Title of host publicationAffect and Emotion in Human-Computer Interaction - From Theory to Applications
EditorsChristian Peter, Russell Beale
Number of pages12
StatePublished - 24 Sep 2008

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume4868 LNCS
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349


  • Aesthetics
  • Design
  • Emotions
  • Usability
  • Web-store atmosphere

ASJC Scopus subject areas

  • Theoretical Computer Science
  • General Computer Science


Dive into the research topics of 'Affect as a mediator between web-store design and consumers' attitudes toward the store'. Together they form a unique fingerprint.

Cite this