Webscape: A Theoretical Framework of Web Site Design Impact on Consumers' Responses

This article is based on research on Web site design and the purchase environment in store to conceptualize the relationships between Web site design and the consumer behavior. The framework suggested here recalls the relationships between the design, the perception of the Web site and the consumers’ responses. It postulates that these relationships depend on the context of the visit. Its objective is to answer the question of the determining variables of action to influence the consumer behavior on the Web site, by taking into account the context of the visit.