Quality, value, satisfaction, trust, a

satisfaction (Oliver, 1980; Westbrook and Oliver, 1981; Oliver and Bearden, 1983), one item its
affective dimension (Oliver, 1980; Westbrook, 1987; Westbrook and Oliver, 1981; Oliver and
Bearden, 1983; Oliver, 1996) and two items its conative dimension (Westbrook and Oliver, 1981)
(Hausknecht, 1990). Responses are anchored on a 7 point scale. Coefficient alpha is 0.9305.
A second study developed a measure of shopping orientation. Expectations were assessed on
a seven point semantic differential scale by a single item: “I expect: to be efficient � to spend a
good time”. Consumers’ responses to their environment have been classified according to four
dimensions representing affective quality: (1) arousing versus sleepy, (2) exciting versus gloomy,
(3) pleasant versus unpleasant and (4) distressing versus relaxing (Russell, 1980; Russell and Pratt,
1980; Darden and Babin, 1994; Babin and Darden, 1996). In this research, we use the pleasant
versus unpleasant dimension for a parsimonious representation of affective quality. Eleven items
measure consumer perceptions of the web site’s affective quality and were pre-tested with 110
students. Five items were selected. Responses were anchored on a 7 point scale from 1= strongly
disagree to 7=strongly agree. Coefficient alpha is 0.9114.
Shopping orientation manipulation
Scenarios have been used by prior research (Eroglu and Machleit, 1990; Dabholkar, 1994;
Dabholkar and Bagozzi, 2002) to manipulate the shopping or service situation. In this research, two
scenarios were created to induce a “shopping as work” and a “shopping as recreation” orientation.
We used consumer role, time pressure and shopping motives to effect the manipulation and we
controlled the effects of the physical and social environment - each subject visited the electronic
catalog in a similar setting- computer laboratories of business schools – and antecedent states – each
subject had to visit an electronic catalog with a “shopping as work” or a “shopping as recreation”
scenario. A scenario was developed for each electronic catalog for a total of 8 scenarios.
64