The impact of visual ecommerce cues within Maltese online supermarkets

Abstract

Purpose – This research study explores how visual ecommerce affects purchase intentions in the context of Maltese online supermarkets, considering the influences of website elements, impulsive behaviour, shopping addiction, and consumer trust. Methodology – A survey was conducted online to examine the impact of visual ecommerce cues, gathering participants through convenience sampling. The survey’s collected data, which was quantitative in nature, was then analysed through statistical software. Results – The impact of visual ecommerce cues among Maltese consumers in the context of online supermarkets was found to be primarily attained through website elements and aesthetics, which appear to be effective as a result of the positive correlations observed in the survey’s findings. Implications – The findings of this study can be valuable to specialists in the field of marketing to make the best possible use of their ecommerce platforms. Originality – Such research has never been done in a Maltese perspective. Since consumers are becoming more online-orientated, it is important to study how their behaviour can be influenced when shopping from ecommerce platforms. Limitations – Due to time constraints, 162 responses were collected, not essentially reflecting the viewpoint of the entire Maltese population. Future research should be conducted on a larger scale as well as focus on the degree of involvement and risk associated with each product.