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Proposing the content perception theory for the online content industry – a structural equation modeling

Kuo‐Fang Peng (PhD Candidate, Department of Information Management, National Central University, Taiwan, ROC)
Yi‐Wen Fan (Associate Professor, Department of Information Management, National Central University, Taiwan, ROC)
Tong‐An Hsu (Professor, Department of Management Information Systems, Chung Yuan Christian University, Taiwan, ROC)

Industrial Management & Data Systems

ISSN: 0263-5577

Article publication date: 1 August 2004

Abstract

This study chooses the content perception perspective to develop a theoretical model portraying the psychological activities of Web surfers exposed to content Web sites. After collecting 549 empirical observations in a controlled lab environment, tests the theoretical relationships by using the structural equation modelling (SEM) technique. The results strongly indicate that effective content perceptual dimensions can help content Web surfers to develop positive attitudes toward content sites, which in turn induce favorable behavioral outcomes such as frequent site usage and loyalty. Such a proposed theoretical model not only has the potential to enrich the theoretical underpinning of Internet studies but also presents a practical framework to guide content strategy formulations for the online content industry. Detailed implications for both managerial research and practice are discussed.

Keywords

Citation

Peng, K., Fan, Y. and Hsu, T. (2004), "Proposing the content perception theory for the online content industry – a structural equation modeling", Industrial Management & Data Systems, Vol. 104 No. 6, pp. 469-489. https://doi.org/10.1108/02635570410543780

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited