Situation-Based Shifts in Consumer Web Site Benefit Salience: The Joint Role of Affect and Cognition
2008-08-20
Research Paper
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This study addresses the process by which differences in web site benefit salience arise in consumers’ minds for different anticipated usage situations. We investigate two routes by which situation may determine consumer benefit salience and find support for both route structures. The results indicate that individuals’ relative benefit importance ratings shift between different anticipated usage situations, both directly, and indirectly, through consumers’ anticipated affective states. Furthermore, the number of benefits that is rated as important by consumers is found to also differ depending on their anticipated affective states, providing further insight into why consumer benefit salience may vary across situations.
Keywords
- affective route
- cognitive route
- situatieafhankelijkheid
- usage situation
- web site benefit salience
- HD9696.82
Classifications using
Journal of Economic Literature (JEL) Classification System
- M : Business Administration and Business Economics; Marketing; Accounting
- C44 : Statistical Decision Theory; Operations Research
- L15 : Information and Product Quality; Standardization and Compatibility
- M31 : Marketing
Automatically Extracted Terms
- consumer
- benefit
- situation
- usage situation
- web site
- usage
- information
- affective
- salience
- state
- benefit salience
- affective states
- research
- effect
- usage situations
- respondent
- journal
- impact
- affective state
- number
