Graphic Design Effects on Consumer Online Purchase and Referral Intentions in Ghana's Hospitality Industry: The Connections and the Mediating Role of Consumer Website Visit Satisfaction

Abstract

The Mehrabian and Russell's Stimulus"Organism"Response model was used to link and test the relationship between the predictor external variables (i.e., website artistic design (WAD), quality of information (QI)) as stimuli and the online purchase intention (PI) of consumers and referral intention (RI) as responses. The hedonic factor in this model was the satisfaction derived by consumers as a result of visiting the website. A test of the relationship between the WAD (stimulus), QI influenced by the design and text (organism) and the PI and RI (responses) was carried out using multiple regression analysis. Also, the Hayes' Process macro tool-pack of IBM-SPSS (Version 25) was used to assess the potential mediation function of consumer website visit satisfaction (CWVS) (measured by likeability and comfort) on the relationship between WAD or QI and PI and RI. Findings showed a strong positive relationship between WAD and PI (r² = 0.550) and RI (r² = 0.491) and between QI and PI (r² = 0.421), but not RI (r² = 0.194). CWVS successfully mediated the relationships between WAD and PI, but not between WAD and RI. It also successfully mediated the relationships between QI and PI and RI. Results have shown that the satisfaction of consumers online was significantly dependent on WAD and QI and was needed for sustained PI and RI.