H1 argued that positive evaluations of online aesthetic
appeal are positively associated with consumers” levels of
trust of a web site. Structural equation modeling (see Table I
and Figure 2) provides strong support for this hypothesized
association in that online aesthetic appeal was found to be
positively (g ¼ 0:749) and strongly significantly (p , 0:001)
linked with trust of a web site. In this regard, it can be argued
that these results suggest that the aesthetic appeal of online
outlets plays an important role in generating consumer trust.
The finding of a significant link between web site aesthetic
appeal and trust of a web site is also noteworthy in that this
associationisthestrongestlinkwithtrustofallofthethree
e-servicescape dimensions. While such differences should be
interpreted with an element of caution, it is possible to argue
that aesthetic appeal constitutes the most influential
dimension of e-servicescape. Given these results H1 is
accepted as fully supported.