Does involvement matter in online shopping satisfaction and trust?

Consumer involvement in online shopping can play a moderating role when explaining Web site effect on satisfaction and trust. This study proposes a set of hypotheses based on the Elaboration Likelihood Model (ELM) of persuasion, a conceptual model that explains the formation of individual attitudes...

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Bibliographic Details
Published in:Psychology & marketing 2011-02, Vol.28 (2), p.145-167
Main Authors: Martín, Sonia San, Camarero, Carmen, José, Rebeca San
Format: Article
Language:English
Subjects:
Customer satisfaction
Electronic commerce
Retailing
Shopping
Studies
Trust
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Summary:Consumer involvement in online shopping can play a moderating role when explaining Web site effect on satisfaction and trust. This study proposes a set of hypotheses based on the Elaboration Likelihood Model (ELM) of persuasion, a conceptual model that explains the formation of individual attitudes that are prompted by central and peripheral cues. The model proposes the use of central signals when the buyer is highly involved and peripheral signals when the buyer is less involved. Nevertheless, the results of this study would suggest that these relationships are not so clearly defined in the case of online buying, which implies that certain assumptions associated with the ELM need to be revised to take the particularities of the online context into account. © 2011 Wiley Periodicals, Inc.
ISSN:0742-6046
1520-6793
DOI:10.1002/mar.20384