أثر تصميم المواقع الإلكترونية على صورة العلامة التجارية

Abstract

In light of the rapid developments in the world of the internet, it is increasingly important to understand the impact of website design on brand image. The study aimed to analyze the relationship between these two variables by examining website design in terms of: information quality, interactivity, aesthetics, ease of understanding and readability, and the purchasing process. and its impact on the cognitive, emotional, and behavioral dimensions. Data was collected via an online questionnaire distributed to a sample of 100 Algerian customers who had experience with and an opinion about the Temu website. The results were analyzed using SPSS and SmartPLS4 software. The study’s findings showed that ease of understanding and readability, as well as the purchasing process, influence the cognitive and affective dimensions, while aesthetics and the purchasing process influence the behavioral dimension. Finally, the study provided several recommendations to Temu’s website designers to enhance the visitor experience and support them in making a purchase decision.