أثر الهوية البصرية في تعزيز الثقة، الرضا والولاء لدى مستخدمي المتاجر الإلكترونية

Abstract

This study aims to measure the impact of visual identity and aesthetics (as an environmental stimulus) on enhancing e-trust, e-satisfaction, and e-loyalty among Algerian online shoppers. The empirical application was conducted on (Omda.dz), an e-commerce platform specializing in auto parts. The conceptual framework of the study is based on the Stimulus-Organism-Response (S.O.R) paradigm. Methodology: To achieve the research objectives, a quantitative descriptive-analytical approach was adopted. For primary data collection, the researcher designed an innovative »interactive experiential survey« programmatically integrated into the store›s user interface (UI) to capture accurate visual first impressions. The final valid sample consisted of (407) respondents. Data analysis and hypotheses testing were performed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via (SmartPLS) software. Results: The study demonstrated the efficiency and high explanatory power of the proposed model, explaining (54.6%) of the variance in e-loyalty. Findings revealed a strong, direct positive impact of visual identity on building trust, which acts as a crucial mediator in reducing the perceived risk associated with the auto parts sector. Furthermore, cumulative satisfaction driven by the interface›s cognitive fluency directly leads to achieving both behavioral and attitudinal loyalty. Recommendations: The study concluded with a set of design and marketing recommendations for e-commerce platforms, prominently highlighting the need for strategic investment in User Experience/User Interface (UX/UI), reducing visual complexity, and clearly displaying structural assurances to accelerate purchasing decisions.