Online consumer behavior: Comparing Canadian and Chinese website visitors

Zajonc's (1980) theory of emotions and Mehrabian and Russell's (1974) stimulus–organism–response (SOR) framework inform the development of a model of online customer behavior. The model examines the impacts of the three types of emotions (pleasure, arousal, and dominance) on perceptions of...

Full description

Saved in:
Bibliographic Details
Published in:Journal of business research 2011-09, Vol.64 (9), p.958-965
Main Authors: Mazaheri, Ebrahim, Richard, Marie-Odile, Laroche, Michel
Format: Article
Language:English
Subjects:
Atmospherics
Canada
China
Cognitions
Comparative analysis
Consumer behavior
Consumer behaviour
Cross cultural studies
Cultural values
Customer service
Electronic commerce
Emotions
Emotions Cognitions Canada China Internet Atmospherics
Internet
Perception
Websites
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Zajonc's (1980) theory of emotions and Mehrabian and Russell's (1974) stimulus–organism–response (SOR) framework inform the development of a model of online customer behavior. The model examines the impacts of the three types of emotions (pleasure, arousal, and dominance) on perceptions of site atmospherics (informativeness, effectiveness, and entertainment). In turn, the associations of site atmospherics on site attitudes, site involvement, service attitudes, and purchase intentions are investigated. The model is compared between Canadian and Chinese customers based on Hofstede's (1991) cultural value dimensions. The findings supported the model and revealed several non-invariant paths between the groups. Particularly, the impact of pleasure (dominance) on the other behavioral variables was higher for Canadian (Chinese) compared to Chinese (Canadian) customers. Moreover, the impacts of low (high) task relevant cues were stronger for Chinese (Canadian) customers compared to their Canadian (Chinese) counterparts. Discussion centers on the theoretical and practical implications of the findings.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2010.11.018