عنوان انگلیسی مقاله:

 Interactivity in Brand Web Sites: Cognitive, Affective, and Behavioral Responses Explained by Consumers’ Online Flow Experience

ترجمه عنوان مقاله: تعامل در نام تجاری وب سایت: پاسخ شناختی، عاطفی و رفتاری تبیین شده توسط تجربه مصرف کنندگان آنلاین

رشته: بازاریابی

سال انتشار: 2012

تعداد صفحات مقاله انگلیسی: 12 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

دانلود دانلود اصل مقاله

چکیده مقاله

Web site interactivity creates numerous opportunities for marketers to persuade online consumers and receives extensive attention in the marketing literature. However, research on cognitive and behavioral responses to web site interactivity is scarce, and more importantly, it does not provide empirical evidence for how interactivity effects can be explained. Therefore, the aim of this study was to investigate the underlying principle that explains the influence of web site interactivity on consumers’ cognitive, affective and behavioral responses: online flow, the web site users’ complete immersion in an online activity (Hoffman and Novak 2009). In two studies, the hypothesis was tested that a visitor’s flow experience in a specific brand web site mediates the effects of interactivity on the number and type (web site vs. product related) of thoughts, on attitudes toward the brand and web site, and on several behavioral intentions. The results provide evidence for the importance of flow in a marketing context, and the notion that the flow experienced on a specific web site is the underlying mechanism by which cognitive, attitudinal, and behavioral responses to an interactive brand web site can be explained.

Keywords: Web site interactivity; Online flow; Information processing; Online persuasion

مقدمه مقاله

Interactivity in Brand Web Sites: Cognitive, Affective, and Behavioral Responses Explained by Consumers’ Online Flow Experience Guda van Noort, Hilde A.M. Voorveld & Eva A. van Reijmersdal The Amsterdam School of Communication Research ASCoR, University of Amsterdam, The Netherlands Available online 27 January 2012 Abstract Web site interactivity creates numerous opportunities for marketers to persuade online consumers and receives extensive attention in the marketing literature. However, research on cognitive and behavioral responses to web site interactivity is scarce, and more importantly, it does not provide empirical evidence for how interactivity effects can be explained. Therefore, the aim of this study was to investigate the underlying principle that explains the in fluence of web site interactivity on consumers’ cognitive, affective and behavioral responses: online flow, the web site users’ complete immersion in an online activity (Hoffman and Novak 2009). In two studies, the hypothesis was tested that a visitor’s flow experience in a specific brand web site mediates the effects of interactivity on the number and type (web site vs. product related) of thoughts, on atti- tudes toward the brand and web site, and on several behavioral intentions. The results provide evidence for the importance of flow in a marketing context, and the notion that the flow experienced on a specific web site is the underlying mechanism by which cognitive, attitudinal, and behavioral responses to an interactive brand web site can be explained. © 2012 Direct Marketing Educational Foundation, Inc. Published by Elsevier Inc. All rights reserved.

Keywords: Web site interactivity; Online flow; Information processing; Online persuasion In the last two decades, almost every organization has found its way to the Internet. Multinational corporations, international bookstores, and the local bakery around the corner all try to communicate via their web sites. These brand web sites, defined as business to consumer web sites of brands that prioritize persuasion (Voorveld, Neijens, and Smit 2009), are the mainonline medium to inform and persuade consumers because of their interactive possibilities (e.g.,eMarketer 2009; Macias 2003). Interactive features provide information about the brand, organization, and products. Examples of these features include three-dimensional product representations, store locators, games, discussion forums, real-time communication tools to communicate with the service desk and virtual tours (seeGhose and Dou 1998). This empowerment is not limited to or ganizations; consumers increasingly consider brand web sites as the most important medium to seek and find information. Furthermore, many argue that interactivity is one of the key differences between traditional and new media (e.g., Chung and Zhao 2004). Therefore, interactivity has become a central theme in marketing communications literature (Kim and McMillan 2008). Within this context, it is pivotal to understand how web site interactivity influences consumers.

http://modir3-3.ir/images/%D8%B3%D9%81%D8%A7%D8%B1%D8%B4%20%D8%AA%D8%B1%D8%AC%D9%85%D9%87%20%D9%BE%D8%A7%DB%8C%D8%A7%D9%86%20%D9%86%D8%A7%D9%85%D9%87.png

 

مطالب مرتبط