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The Persuasive Power of Rhetorical Website Design. Edition No. 1
VDM Publishing House, Oct 2008, Pages: 232
An important issue related to e-commerce is what
factors will enhance consumer loyalty to a website.
To date there is not much empirical research that
has been conducted on loyalty issues in the Internet
shopping environment. The author demonstrates the
importance of rhetorical design elements in a
website on customer loyalty. The goal of e-commerce
is to persuade consumers to come back often, and
stay longer. In fact, this is a necessity to
increase and drive profits. The rhetorical framework
proposes that the more persuasive elements companies
can offer through the visual display of their
website, the more loyalty will be increased
resulting in more frequent visits, repeat purchases,
and “go here” “word-of-mouth” referrals.
This book amplifies our understanding about the
visual impact of design elements on website design
and also offers online companies a model to create a
persuasive site environment for online shoppers.
This rhetorical approach will help online marketers,
managers and website designers make the best design,
and operational decisions for effective e-commerce
implementation.
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