Contemporary Research In E-marketing ~ Volume 2 by Sandeep Krishnamurthy

By Sandeep Krishnamurthy

Modern learn in E-Marketing, quantity 2 builds at the highbrow capital of quantity 1 via delivering a compilation of inter-disciplinary chapters relating to e-marketing.

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This Web site has animation elements. The use of colors in this Web site is not good. (R) This Web site has enough graphics/pictures. HEDONIC EVALUATION OF INVOLVEMENT Interest I1 Exciting/Unexciting I2 Interesting/Boring I3 Fascinating/Ordinary Appeal POSITIVE AFFECT Affect A1 A2 Appealing/Unappealing Desirable/Undesirable PA1 PA2 PA3 PA4 After visiting the Web site I feel unhappy. ( R) After visiting the Web site I feel pleased. After visiting the Web site I feel dissatisfied. ( R) After visiting the Web site I feel content.

The Chow test for comparing the regressions of HE and LE sites of hedonic evaluation of involvement on sensations-seeking tendency and mood variability, and positive affect on hedonic evaluation of involvement, result in the values of F-statistic lower than the critical F-value at 5% confidence level. Thus, Hypotheses 5 and 6B are not supported. This could be due to small sample size in the case of individual sites or lower reliabilities of entertainment profile measures. 12 Summary of Results All the hypotheses, except hypothesis 2(A) on the relationship between hedonic evaluation of involvement and sensation-seeking tendency, are supported.

However, the focus of this literature is on user–analyst differences, interactions, and involvement, and not on online consumer behavior. 4 Our conceptualization of consumer involvement with a Web site is based on consumers’ preference or liking for a Web site, and does not differentiate between whether the preference is formed as a result of fewer visits of longer duration, or a greater number of visits of shorter duration. 5 Dholakia and Bagozzi (2001) state that “flow may be viewed as a zenith of positive experience when navigating in the DE, experienced only when everything comes together: .

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