Quality, value, satisfaction, trust, a

Involvement toward an ad based on value-expressive motives (aesthetics) leads to
affective involvement because it appeals emotionally or aesthetically to them (= ENT)
(Park and Young, 1983, 1986). Thus:
H4: When consumers surf the Web, entertainment provided by the Web site is positively related
to their a) attitude and b) involvement.
3.1.5. Informativeness
The kind of information that is more often available in a Web site is specific product
information (Huizingh, 2000). The perception of the Web site content can be measured by the
degree to which it is considered to be informative (Huizingh, 2000). An informative site provides
detailed and specific information with respect to products, the company or other relevant topics
(Huizingh, 2000).
The informativeness scale looks like the informative/relevant scales that have emerged in
previous studies of print ads and TV commercials. The Web site Informativeness factor focuses
on the site as an interactive provider. Intelligent, resourceful, knowledgeable adjectives fit the
Web site very well but seem less appropriate to TV commercials. The relevance of
informativeness is supported by the Market Facts TeleNation survey which found that the No.1
online use is gathering news or information (Maddox, 1998).
Based on social psychology theory, Chen et al. (1999, 2002) assume that attitude toward the
ad (Aad) is an equally useful indicator of site value, but the unidimensionality of Aad does not
provide a complete explanation of consumers’ ratings of the ad (Pashupati, 1994). Consequently,
Chen et al. (1999, 2002) developed three scales that better correlate and explain attitudes toward
a Web site.
Entertainment and Informativeness scales relate to the overall Attitude toward the site (Ast)
and to each other. These factors accounted for significant variance in the overall Attitude scale.
Correlations among entertainment and Informativeness are lower than the correlations of each
dimension with Ast scale. All the factors score high for Web sites having high Ast scores.
Though Informativeness scores are generally higher than 70, entertainment scores vary
substantially. This variation in entertainment scores indicates that when the primary purpose of a
Web site is to convey information, users score it more on Informativeness and less on
Entertainment. With medium Ast scores, Entertainment scores are fairly low (E