The Impact of a Homogenous Versus a Prototypical Web Design on Online Retail Patronage for Multichannel Providers

It is proposed that the effectiveness of a Web design depends on customers’ cognitive shopping orientations and their situational processing intensity, and it is revealed that a homogenous design increases online shop patronage among store- oriented customers if processing intensity is high; a prototypical design does not affect patronage among web-oriented customers.