The moderating role of user motivation in Internet access and individuals' responses to a Website
Bibliographic Data
| ID | 12420415 |
|---|---|
| Authors | Rebeca San José Cabezudo (0000-0002-9161-6657, Universidad de Valladolid, corresponding author), Rebeca San José‐Cabezudo, Jesús Gutiérrez Cillán (0000-0002-1193-8892, Universidad de Valladolid), Jesús Gutiérrez‐Cillán, Ana Gutiérrez-Arranz (0000-0002-2894-2636, Universidad de Valladolid), Ana M Gutiérrez‐Arranz |
| Year | 2008 |
| Volume | 18 |
| Issue | 4 |
| Pages | 393-404 |
| Publication date | 2008-08-15 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Internet Research (JOURNAL) |
| Journal identifiers | ISSN: 1066-2243 • E-ISSN: 2054-5657 |
| Publisher | Emerald Publishing Limited (PUBLISHER • GB) |
| DOI | 10.1108/10662240810897808 |
| OpenAlex | W1990737461 |
| Language | EN |
| Citations received | 2 |
| References cited | 17 |
Purpose – The purpose of this paper is to present a proposal for the Hierarchy of Effects – a model that has been widely applied in the study of persuasion in traditional communications media – to evaluate Website effectiveness. In particular, this contribution seeks to consider a more complete model in order to evaluate the responses of the individuals to the Websites, incorporating new variables to the traditional sequence; and to study the moderating effect of the specific characteristics of the audience – the individual user's motivations in terms of Internet access in the basic structure of this model. Design/methodology/approach – The multi‐equations methodology is used to test the sequence of responses that produce the visit to an experimental Website: the perceived informative value and the perceived entertainment value of a Website, the attitude toward the Website, the attitude toward the brand and the intention to buy the brand for two different individual groups: the "information seekers" and "entertainment seekers". Findings – The results reveal two well differentiated positive models of behavior in the online context. Practical implications – In their Website strategies, the organizations should not neglect those aspects which may arouse emotional reactions in the Internet users, but they should pay more attention to generated informative value to obtain more favorable users' responses. Originality/value – Previous studies had not tested empirically the moderating effects of the users' motivations in terms of Internet access (search for information versus entertainment) over this original and more complete structure of individuals' responses to the Website
Business · Hierarchy · Internet privacy · Moderation · Order (exchange · Persuasion · Political science · The Internet · World Wide Web · Computer Science · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Psychology · Social Psychology · Technology Adoption and User Behaviour
Value-Expressive versus Utilitarian Advertising Appeals
On the Exact Variance of Products
Perceptions of Web site design characteristics
Personal factors affecting users’ Web session lengths
Demographic and motivation variables associated with Internet usage activities
Consumer response to Web sites and their influence on advertising effectiveness
The moderator–mediator variable distinction in social psychological research
Asymptotic Confidence Intervals for Indirect Effects in Structural Equation Models
The moderator-mediator variable distinction in social psychological research
The Functional Approach to the Study of Attitudes
Central and Peripheral Routes to Advertising Effectiveness
| Citations per year | 0.13 |
|---|---|
| Citation span | 2010 - 2017 (8) |
| Highly cited | No |