This study looks at how company website design and the availability of information affect consumer emotions and buying decisions among Northern Indian consumers. It uses responses from 400 regular online shoppers and analyzes the data with SmartPLS4. The study reveals that well-structured, user-friendly websites significantly improve the customer experience and increase purchase intentions. On the other hand, difficulties in navigation lead to negative perceptions, which lower emotional engagement and the willingness to buy. The outcomes emphasize the need to stability visual appeal, functionality, and clear information to create smooth online shopping experiences. A well-designed website not only builds consumer trust and satisfaction but also encourages e-loyalty and repeat purchases. This shows the importance of businesses to pay attention to usability, accessibility, and high-quality content in their digital strategies. From a theoretical angle, the study deepens understanding of how website design relates to purchaser psychology and behavior. Practically, it offers useful advice for managers who want to boost online competitiveness by improving the site layout and interaction features. Future research could expand these insights by looking at how individual differences, like personality traits, cultural backgrounds, and sensory preferences, affect how website design influences consumer behavior.
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