Quality, value, satisfaction, trust, a

structure does not influence the level of browsing or scrolling of consumers, contrary to our hypothesis.
They do not seem to exert additional cognitive effort to collect information because the structure is more
complex.
Shoppers’ pre-purchase intention is highly and significantly linked to their purchase intentions (H9).
In fact, it is reasonable for a consumer to be involved in the search for information, before buying a
product such as an OTC drug. Moreover, according to the hierarchy-of-effects, PPURI can be considered
as an antecedent of PURI. STR (H2d) and EFF (H3e), two central cues, has a direct impact on PURI. The
more the structure and information content are complex, the more consumers are engaged in seeking
information, the more cognitive efforts they develop. EFF also has an indirect path via PPURI toward
PURI, which is consistent with the hierarchy-of-effects model. ENT, the peripheral cue of the model, has
an indirect impact on PURI through attitude (affective factor) and PPURI, and through INV (cognitive
variable) and PPURI. However, INFO impacts directly PURI through either attitude and EXPB. Finally,
contrary to our hypothesis, EFF did not influence PPURI (H3d). This means that when the information
content is effective, surfers do not have to engage in further information search before developing or not a
purchase intent.
8. Theoretical and Managerial Implications
The main goal of this study was to examine the impact of atmospherics cues concerning
Internet advertising on the behavior of consumers and its impact on purchase intentions. We
defined under the concept of general behavior toward the Web site, several different dimensions.
First, there is an affective variable represented by attitude toward the site. Second, there are
behavioral/cognitive variables (because they are related to information search and acquisition)
such as exploratory behavior and involvement. Finally, there are the outcomes variables, pre-
purchase intentions and purchase intentions. This research also helps provide a better
understanding of Internet consumers’ behavior and findings from the study of this model will be
of interest to behavioral scientists both in retailing and psychology.
The theoretical implications of this research take several forms. First, our study empirically confirmed
several relationships discussed in the prior literature. We found that efficient navigational characteristics
can help develop not only consumers’ involvement and their exploratory behavior (Menon and Kahn,
2002), but also their attitude toward the site (Baronas and Louis, 1988; Regan and Fazio, 1977; Eagly and
Chaiken, 1993; Csikszentmihalyi, 1977). The impact of EFF on INV was also found by Yoon (2000).
According to Okasaki and Rivas 2002, EFF might influence purchase decision (here, purchase intention).
Consistent with Chen et al. (1999, 2002), ENT and INFO are two other but independent dimensions of
ATTI with which they correlate well. In our case, ENT and INFO are significantly related to ATTI (De
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