Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior
Information Systems Research
The role of pleasure in web site success
Information and Management
Consumer reactions to electronic shopping on the world wide web
International Journal of Electronic Commerce
The atmospheric factors of online storefront environment design: An empirical experiment in Taiwan
Information and Management
Designing usable online stores: A landscape preference perspective
Information and Management
Integration of collective knowledge in fuzzy models supporting web design process
ICCCI'11 Proceedings of the Third international conference on Computational collective intelligence: technologies and applications - Volume Part II
Predicting e-commerce company success by mining the text of its publicly-accessible website
Expert Systems with Applications: An International Journal
| Hi-index | 0.00 |
In this study, we propose and test a conceptual model, representing the hedonic-utilitarian dual mediation hypothesis, in which both cognition and emotions are combined to help understand individual behavior in an online environment. Beyond what cognitive models offer, our results show that both cognitive and emotional responses play a key role in communication through websites and that the hedonic-utilitarian dual mediation hypothesis is the best fitting model in comparison with the four alternatives tested. Moreover, attitude is treated as a bi-dimensional construct made up of a hedonic and a utilitarian component. Based on this, an additional contribution concerns the correspondence that exists between consumer cognition and the utilitarian dimension of attitude, as well as the emotions expressed by subjects and the hedonic dimension of attitude. The relative importance of each dimension of attitudes can provide marketers in e-commerce settings with insights about whether to introduce more emotional appeals or more cognitive stimuli when communicating through their websites.