The Persuasive Power of Rhetorical Website Design
Tsai-Shin Fong
Broschiertes Buch

The Persuasive Power of Rhetorical Website Design

Marketing Loyalty in the E-Commerce Environment: Rhetorical Concepts, Methods, Implements

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An important issue related to e-commerce is whatfactors will enhance consumer loyalty to a website.To date there is not much empirical research thathas been conducted on loyalty issues in the Internetshopping environment. The author demonstrates theimportance of rhetorical design elements in awebsite on customer loyalty. The goal of e-commerceis to persuade consumers to come back often, andstay longer. In fact, this is a necessity toincrease and drive profits. The rhetorical frameworkproposes that the more persuasive elements companiescan offer through the visual display of theirwebsite, the m...