Web User Experience and Consumer Behaviour

User experience and consumer behaviour in the online setting has gained traction since the early 21st century. There is a lot of evidence that supports user experience and positive consumer buying behaviour. (Constantinides, 2004); (Pan, Wang, Chen, & Qu, 2017); (Abrar, Zaman, & Satti, 2017). Although professionals in design and marketing deem user experience as vital in consumer behaviour, there is limited evidence to support these claims, especially in case of specific factors such as colour and usability. Comprehensible theoretical and practical understanding of consumer behaviour and experience is needed in order to prioritize and implement involvements targeted toward improving user experience (UX) and design of websites and mobile applications. In order to construct upon a potentially significant area of user experience and consumer behaviour research, a review of the literature examining the current state of knowledge about user experience in online platforms with regards to consumer buying behaviour was conducted. This review focuses on the factors of user experience research; namely, colour, usability and aesthetics, and highlights consequences of these factors on consumers.