期刊名称：International Journal of Business and Management
印刷版ISSN：1833-3850
电子版ISSN：1833-8119
出版年度：2014
卷号：9
期号：4
页码：31
DOI：10.5539/ijbm.v9n4p31
出版社：Canadian Center of Science and Education
摘要：This study investigated how design features on e-commerce product pages can influence their persuasiveness. Aframework incorporating the persuasive functions of logos, pathos, and ethos in classical rhetoric was utilizedand the factors of persuasive mean, product type, and product price were examined. The results revealed that thepersuasiveness of a product page can be enhanced by applying persuasive means to the design of the productpage; the effects of persuasive mean on the persuasiveness of a product page are moderated by product typerather than product price. In addition, combining multiple persuasive means lead to greater persuasiveness thanusing any of them individually. On the whole, the persuasive power derived from the persuasive means thatappeal to users’ emotions and the credibility of the product pages is greater than that derived from the persuasivemean that appeals to logic.
