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Consumer Pleasantness In Online Search Behaviour

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Argyriou, Evmorfia, Arnott, David C. and Melewar, T. C. (2008) Consumer Pleasantness In Online Search Behaviour. In: Australia and New Zealand Marketing Academy Conference 2008. Marketing: Shifting the Focus from Mainstream to Offbeat, Sydney, Australia, 1-3 Dec, 2008. Published in: Proceedings of the ANZMAC 2008 Conference p. 89.

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Abstract

Consumer researchers argue for the importance of emotional experiences, versus objectrelated attributes, in shaping peoples’ evaluations of products, brands, and shopping environments. The current study draws on this argument and explores the role of pleasant experiences in the context of commercial web sites' evaluation. Our experiment confirms that consumers’ evaluations of web sites depend on the pleasantness of interaction as a process.Web site design attributes are significant determinants of pleasantness only when consumers are in a deliberative mind-set. We discuss the implications of these findings for researchers and web designers

Item Type: Conference Item (Paper)
Subjects: H Social Sciences > HF Commerce
Divisions: Faculty of Social Sciences > Warwick Business School > Marketing & Strategic Management
Faculty of Social Sciences > Warwick Business School
Journal or Publication Title: Proceedings of the ANZMAC 2008 Conference
Publisher: Promaco Conventions Pty Ltd
ISSN: 978-1-86308-143
Date: 2008
Page Range: p. 89
Status: Not Peer Reviewed
Publication Status: Published
Access rights to Published version: Restricted or Subscription Access
Conference Paper Type: Paper
Title of Event: Australia and New Zealand Marketing Academy Conference 2008. Marketing: Shifting the Focus from Mainstream to Offbeat
Type of Event: Conference
Location of Event: Sydney, Australia
Date(s) of Event: 1-3 Dec, 2008
URI: http://wrap.warwick.ac.uk/id/eprint/43186

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