Exploring the cognitive and affective bases of online purchase intentions: a hierarchical test across product types
| Autor: | Daniel Bloemers, Tibert Verhagen |
|---|---|
| Přispěvatelé: | Lectoraat Digital Commerce, Hogeschool van Amsterdam |
| Rok vydání: | 2017 |
| Předmět: |
Hierarchy
Online participation 05 social sciences Economics Econometrics and Finance (miscellaneous) Cognition Advertising Product type Affect (psychology) Experiential learning Human-Computer Interaction Hierarchical test 0502 economics and business 050211 marketing Explanatory power Psychology Social psychology 050203 business & management |
| Zdroj: | Electronic Commerce Research, 18(3), 537-561. Springer |
| ISSN: | 1572-9362 1389-5753 |
| DOI: | 10.1007/s10660-017-9270-y |
| Popis: | Whereas there is ample e-commerce research on how online store beliefsand consumer online affective states may influence online purchase intentions, no research so far has examined whether the hierarchy of effects between these concepts differs across product types. In this study, we fill this research gap byexamining the explanatory power of the think-feel-do hierarchy versus the feel-think-do hierarchy in predicting online purchase intentions towards search versus experience products and high involvement versus low involvement products.Hypotheses are formulated and tested using a quasi-field experiment (n = 198)design. The results show the robustness of the think-feel-do hierarchy for three out of four product types (experience, low involvement, high involvement). Remarkably, the results also demonstrate that the formation of online purchase intentions for search products may occur via a more experiential form of online purchase decision-making. Implications of our findings for theory and online store practitioners are discussed. |
| Databáze: | OpenAIRE |
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