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Aesthetics represents website attractiveness pleasing to the senses and especially to the eyes. Website aesthetics is crucial to determine user preference, user satisfaction and website quality. However, studies are needed to systematically analyze how website aesthetic features (i.e., classical and expressive aesthetics) stimulate user affective and cognitive reactions (i.e., trust and focused immersion), and in turn impact user satisfaction and actual use behavior. Grounded on the Stimulus-Organism-Response model from environmental psychology literature, we examine this phenomenon. A large survey study was designed and carried out with over 1000 respondents. We used PLS techniques to analyze our data. We found that both classical and expressive aesthetics significantly affect user trust. Classical aesthetics has a negative effect on focused immersion whereas expressive aesthetics have a positive effect on focused immersion. Both trust and focused immersion positively impacts user satisfaction leading to actual use. Finally, study findings and implications are discussed. _x000D_

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Website Aesthetics Impacts User Satisfaction and Actual Use: The Role of Trust and Focused Immersion

Aesthetics represents website attractiveness pleasing to the senses and especially to the eyes. Website aesthetics is crucial to determine user preference, user satisfaction and website quality. However, studies are needed to systematically analyze how website aesthetic features (i.e., classical and expressive aesthetics) stimulate user affective and cognitive reactions (i.e., trust and focused immersion), and in turn impact user satisfaction and actual use behavior. Grounded on the Stimulus-Organism-Response model from environmental psychology literature, we examine this phenomenon. A large survey study was designed and carried out with over 1000 respondents. We used PLS techniques to analyze our data. We found that both classical and expressive aesthetics significantly affect user trust. Classical aesthetics has a negative effect on focused immersion whereas expressive aesthetics have a positive effect on focused immersion. Both trust and focused immersion positively impacts user satisfaction leading to actual use. Finally, study findings and implications are discussed. _x000D_