Quality, value, satisfaction, trust, a

Eroglu et al (2001) proposed a typology that divides Web atmospheric tools in two groups:
high task-relevant and low task-relevant cues. On one hand, high task-relevant cues facilitate and
enable the consumer's shopping goal attainment (i.e., descriptions or pictures of the merchandise,
price, navigation cues, etc.). On the other hand, low task-relevant cues are defined as being
inconsequential to the completion of the shopping task (i.e., colors, borders and background
patterns, typestyles and fonts, animation, music and sounds, entertainment, decorative pictures,
etc.) (Eroglu et al., 2001).
Unfortunately, Web atmospheric research has been limited to why atmospherics influence
surfers. In fact, researchers have not examined specific atmospheric cues (i.e., colors, layout,
navigation cues, etc.), but have focused on general atmospheric cues (high task-relevant cues,
positive atmospheres), decreasing the probability of finding theories that adequately explain the
unique influence of these cues (Turley and Milliman, 2000).
Donovan and Rossiter’s (1982) study used students subjects and measured attitudes and
intentions rather than shopping behavior. They did not assess the contribution of emotional
factors relative to cognitive factors except by Anderson (1986). The Donovan, Rossiter and
Marcoolyn’ study (1994) further looked at the extent to which the Mehrabian-Russell model
predicted the cognitive factors (e.g., perception of merchandise quality, variety, value for
money) independently of affective factors. It is important to analyze emotional states
independently from cognitive variables and both together.
Two types of involvement influence the motivation to attend and process product information. In our
study, we assumed that situational involvement is present as our sample is constituted of students.
Situational involvement for the product is more likely to result in a goal-directed behavior (temporary,
considered linked to a short-term visit and occurs only in the context of a situation).
The Elaboration Likelihood Model (ELM) suggests that low-involvement subjects process
information through the peripheral rather than the central route (Petty, Cacioppo and Schumann, 1983b),
relying more heavily on cues as opposed to detailed and elaborate product specific information. With the
Internet, marketers can use a large number of cues (e.g., search engines, keywords, search arguments) to
attract and influence consumers (McGaughey and Mason, 1998).
In conclusion, in the Web medium, consumers choose the amount of exposure to a Web site,
and decide what to watch, when, and how much. If they find that the Web site is not useful or
interesting, they will immediately end their visit. Attitude is positive when there is ease of
navigation through a database or ability to get an overview of the structure of the site. It leads to
an increase of the number of visits to the site, in curiosity, in depth of search, in exploratory
194