Investigating the Moderating Impact of Hedonism on Online Consumer Behavior

다국어 초록 (Multilingual Abstract)

考？到消？者和供？商的利益, 公司利用？？？媒介？？通？向消？者？？？品. ？一？？使得？多？究者和？？者都？注？上？物？境？一？域. 本文？？了？上消？者行？和具有不同快？主？水平的？址的模型. ？以往的？究不同, 我？包括了所有三？情？(激？, 快？和支配)？？此？用到模型中. 本？究中, 我？假？？址的外？, 例如背景？色, 音？和字？在消？者最初接？到？址？均影？三？情？(Mazaheri, Richard, and Laroche, 2011). 反之, ？些情？？影？消？者？？址？？的感知？？址信息量, 效率和？？性的感知. ？些假？？Zajonc (1980)的？究一致. 他？？情感的作用是？立于感性的和？知操作？且可以影？回？. 我？因此提出？址？？和流量的感知影？消？者？？址和？品的？度, ？址卷入和？？意？. ？外, 我？？究？址的快？主？水平？模型中所有？系的？？作用. 因此, 我？比？享？？址路？系？ "高" 和 "低". 我？用39？？？的？站涵盖了12？？品？？(8？服？和4？？物？品)？？？模型. ？其中, 回？者？？20？是高享？, 19？？低享？. EQS6.1的？果支持整？模型: x2=1787 (df=504), CFI=.994; RMSEA=.031. 所有假？都是？著的. ？外, 多群？分析表明在高享？和低享？？址群？之？的？？非不？量？？路？. ？些？果支持三？情？影？消？者？？址？？, 流量和其他消？者行？？量的？知. 我？？？快？？大的影？？？址？度和？址？？性的？知. 激？？？的影？其他？？情？, ？址信息量的？知和？址卷入. 而且, 激？？流量的影？非常？著. ？些？果？明在支配和消？者？？址效率的？知之？有？强的相？. 支配同？和？址？度和流量相？. ？外, ？果？表明？址卷入和？？品的？度是？？意？最重要的？？因素. ？址信息量和流量也？？的影？？？意？. 多群？分析的？果支持？址快？主？的？？作用. ？低(高)享？？址相比, ？用(享？)？性？其他？量的影？比高(低)享？？址更强. 在？三？情？中, 支配(控制感)影？在高享？？址中更强. 快？影？在低享？？址中更强. 而且, ？址信息量的影？？高享？？址更强. ？一方面, 信息效率？？址信息量？知的影？和？址卷入？？品？度的影？在低享？？址中更强.

다국어 초록 (Multilingual Abstract)

Considering the benefits for both consumers and suppliers, firms are taking advantage of the Internet as a medium to communicate with and sell products to their consumers. This trend makes the online shopping environment a growing field for both researchers and practitioners. This paper contributes by testing a model of online consumer behavior with websites varying in levels of hedonism. Unlike past studies, we included all three types of emotions (arousal, pleasure, and dominance) and flow into the model. In this study, we assumed that website interfaces, such as background colors, music, and fonts impact the three types of emotions at the initial exposure to the site (Mazaheri, Richard, and Laroche, 2011). In turn, these emotions influence flow and consumers' perceptions of the site atmospherics-perception of site informativeness, effectiveness, and entertainment. This assumption is consistent with Zajonc (1980) who argued that affective reactions are independent of perceptual and cognitive operations and can influence responses. We, then, propose that the perceptions of site atmospherics along with flow, influence customers' attitudes toward the website and toward the product, site involvement, and purchase intentions. In addition, we studied the moderating impact of the level of hedonism of websites on all the relationship in the model. Thus, the path coefficients were compared between "high" and "low" hedonic websites. We used 39 real websites from 12 product categories (8 services and 4 physical goods) to test the model. Among them, 20 were perceived as high hedonic and 19 as low hedonic by the respondents. The result of EQS 6.1 support the overall model: $\chi^2$=1787 (df=504), CFI=.994; RMSEA=.031. All the hypotheses were significant. In addition, the results of multi-groups analyses reveal several non-invariant structural paths between high and low hedonic website groups. The findings supported the model regarding the influence of the three types of emotions on customers' perceptions of site atmospherics, flow, and other customer behavior variables. It was found that pleasure strongly influenced site attitudes and perceptions of site entertainment. Arousal positively impacted the other two types of emotions, perceptions of site informativeness, and site involvement. Additionally, the influence of arousal on flow was found to be highly significant. The results suggested a strong association between dominance and customers' perceptions of site effectiveness. Dominance was also found to be associated with site attitudes and flow. Moreover, the findings suggested that site involvement and attitudes toward the product are the most important antecedents of purchase intentions. Site informativeness and flow also significantly influenced purchase intentions. The results of multi-group analysis supported the moderating impacts of hedonism of the websites. Compared to low (high) hedonic sites, the impacts of utilitarian (hedonic) attributes on other variables were stronger in high (low) hedonic websites. Among the three types of emotions, dominance (controlling feelings) effects were stronger in high hedonic sites and pleasure effects were stronger in low hedonic sites. Moreover, the impact of site informativeness was stronger for high hedonic websites compared to their low-hedonic counterparts. On the other hand, the influence of effectiveness of information on perceptions of site informativeness and the impact of site involvement on product attitudes were stronger for low hedonic websites than for high hedonic ones.