Effects of site design on consumer emotions: role of product involvement

Abstract

Purpose

The purpose of this paper is to investigate the effects of low task relevant cues presented on apparel web sites on consumer emotions (pleasure and arousal) that in turn influence consumer response behaviors (purchase intention and approach behavior) and examine the influence of product involvement as a moderator of the relationship between such cues and emotions.

Design/methodology/approach

A total of 157 female students participated in an online experiment using mock web sites. The paper employed a 2×2 between‐subjects factorial design: low task relevant web cues (presence vs absence) and product involvement (low vs high).

Findings

The results revealed that low task relevant web cues induce more pleasure and arousal for online browsers with low levels of clothing product involvement than for those with high levels of clothing product involvement. The results also showed that emotions mediated the relationship between low task relevant web cues and various consumer response behaviors.

Research limitations/implications

The sample of the study was female college students. The relatively homogeneous sample may limit the generalizability of the results.

Practical implications

The paper provides an important implication for online apparel retailers developing web sites that may increase consumer pleasure and arousal and attract consumers with different levels of product involvement.

Originality/value

No study has examined a moderating effect of product involvement, an enduring involvement, between low task relevant web cues and consumer pleasure and arousal. The paper provides understanding of how low task relevant web cues influence consumers with different levels of product involvement.

Citation

Ha, Y. and Lennon, S.J. (2010), "Effects of site design on consumer emotions: role of product involvement", Journal of Research in Interactive Marketing, Vol. 4 No. 2, pp. 80-96. https://doi.org/10.1108/17505931011051641