Stay or leave: Applying Approach-Avoidance Theory to virtual environments
Physical facilities, for example retail stores, have design characteristics that seem to say, ‘come in’, ‘stay awhile’ or even ‘go away’. Just as physical facilities may invite or discourage interaction through their physical design, the same is true for web sites. Web sites draw us, engage us and e...
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Published in | Journal of database marketing & customer strategy management Vol. 16; no. 4; pp. 231 - 240 |
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Main Authors | , , , |
Format | Journal Article |
Language | English |
Published |
London
Palgrave Macmillan UK
01.12.2009
Palgrave Macmillan |
Subjects | |
Online Access | Get full text |
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Summary: | Physical facilities, for example retail stores, have design characteristics that seem to say, ‘come in’, ‘stay awhile’ or even ‘go away’. Just as physical facilities may invite or discourage interaction through their physical design, the same is true for web sites. Web sites draw us, engage us and even repel us. Web sites are fast becoming a primary means, in many cases ‘the’ primary means, of interacting with both current and prospective customers. Given the high impact of web sites on business models, even modest, incremental enhancements in usability promise dramatic benefits. The application of Approach-Avoidance Theory is well known in relation to physical environments. Its application to virtual environments is theoretically sound, practically applicable and fits very well in the accumulating research on web site design characteristics. |
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ISSN: | 1741-2439 1741-2447 1741-2447 |
DOI: | 10.1057/dbm.2009.25 |