Template-Type: ReDIF-Paper 1.0
Author-Name: Wendel, S.
Author-Name-Last: Wendel
Author-Name-First: Sonja
Author-Name: Dellaert, B.G.C.
Author-Name-Last: Dellaert
Author-Name-First: Benedict
Author-Person: pde296
Title: Situation-Based Shifts in Consumer Web Site Benefit Salience: The Joint Role of Affect and Cognition
Abstract: 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.
Creation-Date: 2008-08-20
File-URL: https://repub.eur.nl/pub/13179/ERS-2008-050-MKT.pdf
File-Format: application/pdf
Series: RePEc:ems:eureri
Number: ERS-2008-050-MKT
Classification-JEL: C44, L15, M, M31
Keywords: HD9696.82, affective route, cognitive route, situatieafhankelijkheid, usage situation, web site benefit salience
Handle: RePEc:ems:eureri:13179