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2.4 Channel Attributes
There
are
some
channel
attributes
that
correlate
with
customer
channel
choice;
they
are aesthetic appeal, enjoyment, ease of
use, and search convenience (Neslin, Grewal,
Leghorn, Shankar,
Teerling,
Thomas, & Verhoef, 2005). Consumers
may be affected
by
one
of
these
attributes
to
select
their
channel
preferences. Below
is
a
brief
explanation of
the
channel
attributes
that
become
factors
affecting
attitude
toward
using an online channel.
2.4.1 Aesthetic Appeal
The  concept
of  aesthetic
appeal
according
to 
Dicky 
(1997) 
in  the 
literature
art,
referred
to
as
“the
philosophy
of
beauty”.
In
an
online
context,
web
aesthetic
may
represent of how different elements and attributes are combined to
give an
impression
of
beauty
(Wang
et
al.,
2011).
Nowadays,
web
has
become a
place
to
satisfy
consumers’
emotional
wants
for
recreation
and
entertainment
experience,
or
in
the
other
words
is
to
fulfill
their
hedonic
needs.
An
eye-catching beautiful
websites
are
believed can be
more attractive rather than the
less-appealing sites. Therefore, create a
website
with
aesthetic appeal
that
make
consumers
enjoy
their
online
experience
happen
to
be
an
important
factor.
In
newspapers
industry,
they
have
been
trying
to
give
the
best
quality
of
their
digital
newspaper to
their
online
subscribers.
They
adopted
advance
web
technologies
in
order
to
keep
the
consumers
continuing
their
online
activities.
Aesthetic
appeal
that
part
of  channel
attributes,
which
made
to
satisfy consumers’ hedonic needs, can lead to attitude toward using an online channel.
2.4.2 Ease of Use
Utilitarian aspect plays an
important role
in determined attitude toward using channel.
Utilitarian
attributes
offer
practical
functionality
such
as
convenience, price,
ease
of
use,
and
usefulness
(Lee,
Atkins,
Kim,
&
Park,
2006).
The
ease
of
use
is
usually
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