Cognitive effect of animation by product on interface aesthetics of web-based stores

Internet technologies are constantly evolving according to the needs of users. Owners of e-commerce sites follow innovations in internet technologies to attract users' attention and create an online experience. This study examines animation, which is one of the most important factors in web aesthetics, according to the moderator effect of online shopping behavior, which can be utilitarian or hedonic, of animation application according to the product developed to further increase the product appeal. In the literature, it has been revealed that the attraction effect created by hedonic and utilitarian products is different. Therefore, a preliminary experiment was conducted in order to distinguish the products as hedonic and utilitarian in the e-commerce sites we used in our study. According to the preliminary test results, hedonic and utilitarian products were grouped to be used in the main experiment. In the main experiment, websites with animated, static, hedonic and utilitarian products according to the product were analyzed and analyzed to measure perceived ease of use, satisfaction, entertainment, aesthetics and loyalty in consumers by manipulating the animation aspect. This experimental research has proven that animated websites by product positively increase the perceived fun, satisfaction, loyalty and ease of use interaction in users compared to static websites. However, there was insufficient evidence to support any major effect on perceived aesthetics in users. At the same time, it is seen that there is no general differentiation between the websites with animated hedonic and utilitarian products according to the product. Some theoretical and managerial implications are discussed at the end of this article.