Website Personality

Web site personality provides firms with a competitive edge in the marketplace.

This personality can become the basis of a firm's Web site strategy and affect everything from the way Web sites interact with customers to their advertising strategy.

The twin ideas of Website customer orientation and personality indicate that consumers build associations between the behavior and the characteristics of Web sites. Therefore, the way Web sites handle consumers is just as important as how the Web site looks and feels; together, these factors determine consumer willingness to make further transactions with the site.

Research underlines the importance of Web site congruity as a fundamental principle of Web site management and strategy. Online retailers can benefit from further examining which Web site personality traits they might manipulate to increase consumer satisfaction.

For example, a Web site perceived as sophisticated and/or more modern may have a positive impact on customers' attitudes toward the Web site. Similarly, the perception of a Web site as more sincere and trust worthy may reinforce acustomer's positive attitude toward the brand's Web site. This factor has particular importance for e-commerce Web sites.

(Poddar et al, 2009)

As experts in the field of brand, service and website personality our consultants are happy to advise clients on either a long term or ad-hoc basis.