Situation-Based Shifts in Consumer Web Site Benefit Salience: The Joint Role of Affect and Cognition
38 Pages Posted: 24 Mar 2009
Date Written: 20 2008 8,
Abstract
This study addresses the process by which differences in web site benefit salience arise in consumers’ minds for different anticipated usage situations. We investigate two routes by which situation may determine consumer benefit salience and find support for both route structures. The results indicate that individuals’ relative benefit importance ratings shift between different anticipated usage situations, both directly, and indirectly, through consumers’ anticipated affective states. Furthermore, the number of benefits that is rated as important by consumers is found to also differ depending on their anticipated affective states, providing further insight into why consumer benefit salience may vary across situations.
Keywords: web site benefit salience, cognitive route, affective route, usage situation, situatieafhankelijkheid, HD9696.82
JEL Classification: C44, M31, M, L15
Suggested Citation: Suggested Citation