WEB SITES INTERACTIVITY AND DESIGN CHARACTERISTICS IN THE ONLINE CONSUMER BEHAVIOR

In the online medium, competition being at one click distance, the success of business web sites comes from their potential to differentiate. It is important for marketers and web designers to know which elements are appealing to users and how these elements influence their behavior. Recent studies suggest that web site failures are due to poor web design and there are various and specific characteristics of web site interactivity and design elements which users may prefer. First, this article aims at identifying and examining the characteristics of web site interactivity and web design, which influence most the users. Second, it finds out how these elements influence the online consumer’s behavior and finally, it gives insights into the methodological aspects used in this area. Overall, these findings provide insight into the interactivity and design characteristics, helping marketers and web designers to enhance the web site interface to attract and persuade users and finally to elicit a loyalty behavior