Literature Reviews

Influencing the online consumer’s behavior: the Web

experience by Efthymios Constantinides .

This empirical research address one of the core issues of

e-marketing , i.e to how to attract and win over customers
in a highly competitive environment , and Analyses of the
factors how e-marketers influence the outcome of the
virtual interaction that takes place between buyer and place
where he buys , How they lay stress on the graphical user
interface which influence consumer’s choice . They talk about
the building blocks of web experiences, on basis of their
classification , are the following fundamental:

1) Functionality factors , these are factors who are aimed at

improving and smoothening the online experience by
presenting the virtual client with an good functioning
GUI . which is easy to explore, fast to use , and an
interactive Web site. Functionality factors includes
Usability and Interactivity elements.
2) Psychological factors – The Web site or App must show
integrity and credibility in order to incite customers
to stop whatever that is they are doing and explore
,interact and search online. Psychological
factors are those factors playing a important hand in
helping the customers who are unfamiliar with the
vendor or unfamiliar with product , get comfortable
the product and have smooth on line transactions in order
to overcome fears of frauds and doubt and build
trustworthiness of web site and vendor