Dulek, Bulut2025-05-102025-05-1020221309-42892149-913610.36543/kauiibfd.2022.004https://doi.org/10.36543/kauiibfd.2022.004https://search.trdizin.gov.tr/en/yayin/detay/1097748/the-effect-of-website-appeal-on-behavioral-intention-in-online-shopping-and-the-mediating-role-of-emotional-appealThis article analyzes the effect of the visual and emotional appeal of the online web page on the behavioral intentions of the consumers. Furthermore, the role of emotional appeal in mediating the effect of visual appeal on behavioral intention was tested. The survey method was used to reach 208 participants who shopped in online retailing for the study. The validity of the research model and the testing of the hypotheses were made with process macro analysis. According to the findings, visual appeal has a positive and significant effect on emotional appeal and behavioral intention. The emotional appeal was shown to have a positive and significant impact on behavioral intention. In addition, it has been observed that emotional appeal has a mediating role in the indirect effect of visual appeal on behavioral intention.eninfo:eu-repo/semantics/openAccessBehavioral IntentionOnline ShoppingWeb DesignArticle1325N/AN/A74881097748WOS:001483310500004