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6. Test of Hypotheses [Insert table 3 around here] We now briefly discuss the support for individual hypotheses. The results show a strong support for the set of hypotheses 1, which are related to the navigational characteristics of the Web site. Specifically, there is a positive and very significant relationship of navigational characteristics with surfers’ involvement, exploratory behavior, involvement in purchase decisions, whereas it has a weakly positive link with attitude toward the Web site. However, hypothesis 1e, related to surfers’ purchase intentions, is not supported. Similarly we find a partial and weak support for the set of hypotheses 2. Hypotheses 2a and 2c do not show any link between structure of the Web site and surfers’ attitude and exploratory behavior towards it. However, the other hypotheses (H2b and 2d) show positive and very significant paths between structure of the Web site and shoppers’ involvement and pre-purchase intentions. The set of hypotheses 3 on the impact of atmospherics clues (information content effectiveness) on behavioral variables is mostly supported. H3a representing the effect of EFF on attitude is not supported. However, hypotheses 3b, 3c and 3e showed a significant effect of the EFF on INV, EXPB and PURI, while EFF (H3d) is significantly and positively related to surfers’ involvement in purchase decision when a one sided-test is used (t = 1.40, p < 0.1). We find that hypotheses 4a and 4b are supported with a positive and significant link between entertainment with the Web site and surfers’ attitudes (one-sided test: t = 1.89, p < 0.05) and involvement. Concerning informativeness of the Web site, hypothesis 5a showed significant but negative link of informativeness with shoppers’ attitude, whereas for H5b, informativeness has a positive and significant influence on exploratory behavior. For H6a, there is a positive and very significant path between surfers’ attitude and involvement in purchase decisions. For H6b, there is also a positive and significant path between attitude and purchase intentions when a one sided-test is used (t = 1.88, p < 0.05). This finding is consistent with expectations from prior research. The set of hypotheses 7 is partly supported. On one hand, there is no relationship between surfers’ exploratory behavior and attitude, involvement and involvement in purchase decisions (7a, 7b and 7c). On the other hand, there is a negative and very significant link between exploratory behavior and purchase behavior (7d). This finding is interesting in the context of the hierarchy of the effects model. A curious result is found for the set of hypotheses 8 related to consumers’ involvement. Contrary to previous research, we found no relationship between involvement and involvement in purchase decisions (H8b), and involvement and purchase intentions (H8c), and a barely insignificant relationship between involvement and attitude (H8a) (the standardized estimate is high, but so is the standard error). 210
Finally, for the last hypothesis, H9, we found that surfers’ involvement in purchase decisions is strongly and positively related to their purchase decisions. Overall, the results are very encouraging, with full or partial support for all except one set of hypotheses. This study was exploratory as no specific information was published before on most of the paths studied in this paper. However, close to 65% of the individual relationships proposed in our model were supported, and the overall model itself was found to fit the observed data well. 7. Interpretation and Discussion of Results 8. We will now discuss some of the major findings presented in the previous section, and follow it with the theoretical and managerial implications of the study. One of the more interesting and useful findings relates to the support for the impact of navigational characteristics effectiveness. These cues had impact on attitude toward the Web site. We find that navigational characteristics are positively related to surfers’ involvement in purchase decision. We could perhaps infer that when navigational characteristics are positive, surfers can develop some arousal early in their online browsing (arousal was not measured in the study), which can make shoppers more involved in the Web site and more keen to search for information (exploratory behavior), affecting positively their involvement in purchase decisions, without implicating a concrete purchase of the OTC drug, whatever the channels used (significant hypothesis with a one-sided test: t = 1.61; p < 0.1). Even though the literature seems to link STR (H2a) and EFF (H3a) to attitude, we did not find such results. First, as attitude correlates with involvement pretty well, and as the same inducers of the relationship with involvement were statistically significant, we can infer that the effects of involvement are already included in the attitude variable. Informativeness showed a relatively significant but negative relationship with attitude. In fact, even though it seems there is updated and not repetitive information (EFF is positively linked attitude), surfers did not consider the information given by the Web site as useful and/or resourceful, because this site seems to them ugly, inducing the development of negative affect (avoidance attitude) as they did not like it. Central cues such as structure of the Web site (H2b) and effectiveness of its information content (H3b) are significantly related to involvement. In fact, the more the STR and EFF are adequate and pleasing to the visitors, the more the surfers are engaged in the process of in depth information search. Surfers exerted cognitive efforts and used the central route, according to the ELM. Factors such as the expertise, credibility, likeability or attractiveness of the source are considered as peripheral cues (Petty, 211
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Volume 2 Contents: A Global Examina
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A Global Examination Of Relationshi
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and to measure them simultaneously
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customers’ total consumption expe
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From product perceived quality towa
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cumulative, or a combination of the
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trust4 -.68 commit1 .59 commit2 .51
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we observed that the least correlat
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outside of the consumption experien
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REFERENCES Anderson Eugene W., Forn
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Holbrook Morris B. Consumer Value:
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APPENDIX 1. DESCRIPTION OF THE ITEM
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An Empirical Examination of Retail
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This paper is organized in the foll
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Human and cognitive effort has been
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Seiders, Berry, and Gresham (2000)
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The four dimensions of retail conve
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2000). In-store shoppers receive th
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process resulted in slightly differ
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examine the dimensionality of these
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Seiders, Berry, and Gresham’s (20
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used, and the respondents were all
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Enis BM, Roering KJ. Product classi
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Table 1 Dimensions of Convenience G
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Table 3 Retail Convenience Scale Re
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Table 5 Correlations, Means, and St
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Error! Figure 1 Retail Convenience
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and Novak, 1996; Hammond, McWilliam
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and Hirschman, 1982, p 132). These
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interpretations of, all factors par
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the hedonic aspects of the online s
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satisfaction (Oliver, 1980; Westbro
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H6). It involves performing a multi
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Differences between the “shopping
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(Hypothesis 5) and online shopping
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demonstrates the importance of meas
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Dabholkar, Pratibha A. Incorporatin
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Mano Haim Elliott Michael T. Smart
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Zeithaml V., Parasuraman A. Malhotr
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1. Introduction Like inseparability
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specific attributes. Dealing with p
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2.2. Perceived Difficulty of Evalua
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and mentally intangible a product/s
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2.4.1. Knowledge and Intangibility
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category, we included both generic
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goods exhibit higher levels of phys
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5.1. Intangibility: Brand and Gener
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greater involvement with the purcha
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with generality, may also affect co
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Berry LL, Clark T. Four ways to mak
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Laroche M, Bergeron J, Goutaland C.
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Questionnair es Questionnaire 1 Que
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Table 3 Results of factor analysis
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Table 4 Summary of results 108
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Table 5 Stepwise multiple regressio
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Table 8 Stepwise multiple regressio
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114
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Intangibility Physical intangibilit
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net income of 94% and 119%, respect
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this, it is not surprising that eBa
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frequently referred to as feedback
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An auction participants’ feedback
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The objective of study one was to i
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excerpts that were selected and fus
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Consumers believed that sellers wit
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negative feedback could be me,” a
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idder should read the praises too b
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first study focused on one class of
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Rothkopf, Joydeep Srivastava, Rami
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Industrial Economics. 50:3. 337-349
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http://www.laxshopper.com/index.htm
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144
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Firstly, the consumer is supposed t
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For the psycho-sociology of environ
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To analyse appropriation strategies
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The second strategy is the most ela
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From the appropriation perspective
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To test these hypotheses we selecte
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Glace Glace Chart 4. Spatial config
Page 160 and 161: Chart 5b. Spatial configuration of
Page 162 and 163: No differences between the three di
Page 164 and 165: appropriation strategies adopted by
Page 166 and 167: A matrix of space management can th
Page 168 and 169: Holbrook M.B. (1999), Introduction
Page 170 and 171: Asymmetric Quality Tier Competition
Page 172 and 173: Wisniewski (1989) proposed a theory
Page 174 and 175: alternatives prior to the choice de
Page 176 and 177: decrease in tradeoff when L reduces
Page 178 and 179: As Bronnenberg and Wathieu (1996) u
Page 180 and 181: Those conceptually based utility fu
Page 182 and 183: ecent existing research (Sivakumar
Page 184 and 185: increased by 10% (conceptually the
Page 186 and 187: REFERENCES Allenby GM. A unified ap
Page 188 and 189: Table 1. Estimation Results _______
Page 190 and 191: Q U A L I T a H H’ x b PRICE 190
Page 192 and 193: MODELING THE IMPACT OF INTERNET ATM
Page 194 and 195: Eroglu et al (2001) proposed a typo
Page 196 and 197: playfulness (enjoy visiting Web sit
Page 198 and 199: H2: When consumers surf the Web, th
Page 200 and 201: significantly explain attitude towa
Page 202 and 203: Involvement toward an ad based on v
Page 204 and 205: usefulness and the resourcefulness
Page 206 and 207: 3.2.2.2. Involvement The final comp
Page 208 and 209: environmental cues on purchase beha
Page 212 and 213: Cacioppo, Schumann, 1983; Petty and
Page 214 and 215: Pelsmacker et al, 1998). ATTI is li
Page 216 and 217: improvements are brought into navig
Page 218 and 219: Cho, C.H.: How Advertising Works on
Page 220 and 221: Liu, C. and Arnett, K.P. Exploring
Page 222 and 223: Rose, G., Khoo, H. and Straub, D.W.
Page 224 and 225: Table 1: Results of Confirmatory Fa
Page 226 and 227: Table 2: Full Structural Model Fit
Page 228 and 229: EXPB� INV H7b NS 0.080 0.062 0.00
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Page 232 and 233: MAPPING RETAILING ENTREPRENEUR DECI
Page 234 and 235: Attempts to use a framework to find
Page 236 and 237: attempts resulting in failure are n
Page 238 and 239: included in this sentence would be
Page 240 and 241: Detailed causal maps are needed in
Page 242 and 243: Start-up. Details of the stream of
Page 244 and 245: more successful when they avoid big
Page 246 and 247: Axelrod, Robert (1976), "The Cognit
Page 248 and 249: 1. Brian Shore starts several + 2.
Page 250 and 251: + 1. B.S. ‘Maximizes use of fryin
Page 252 and 253: degree of importance consumers plac
Page 254 and 255: initial use of the word “convenie
Page 256 and 257: In the decision-making process, tim
Page 258 and 259: at home 24 hr/7 days a week (Hofack
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Figure 1 about here ---------------
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the organization and design of the
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ehavior courses participated as bot
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convenience is different for the tw
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should seek to establish a similar
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obtained a small sample size of onl
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Dunn DT, Thomas CA, Lubawski JL. Pi
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Table 1 Dimensions of Convenience G
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Table 3 Retail Convenience Scale Re
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Table 5 Correlations, Means, and St
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Error! Figure 1 Retail Convenience
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Customer-to-customer interaction is
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Second, we need to find out the opt
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esponse to the behavior of other cu
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ewards (Swinyard 1993). A customer
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Values may be defined as beliefs th
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find out the optimal combination of
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Taguchi recommends the use of signa
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epresent higher tolerance of incomp
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estaurant where they can escape inc
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Three significant interaction terms
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McGrath, Mary Ann, Otnes, Cele, (19
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Table…2 Tests of Between-Subjects
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Figure…2 (a) Combination of L4 Ta
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