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Online consumer behavior: Comparing Canadian and Chinese website visitors

Title:

Online consumer behavior: Comparing Canadian and Chinese website visitors

Mazaheri, Ebrahim and Richard, Marie-Odile and Laroche, Michel (2011) Online consumer behavior: Comparing Canadian and Chinese website visitors. Journal of Business Research, 64 (9). pp. 958-965. ISSN 01482963

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Official URL: http://dx.doi.org/10.1016/j.jbusres.2010.11.018

Abstract

Zajonc's (1980) theory of emotions and Mehrabian and Russell's (1974) stimulus–organism–response (SOR) framework inform the development of a model of online customer behavior. The model examines the impacts of the three types of emotions (pleasure, arousal, and dominance) on perceptions of site atmospherics (informativeness, effectiveness, and entertainment). In turn, the associations of site atmospherics on site attitudes, site involvement, service attitudes, and purchase intentions are investigated. The model is compared between Canadian and Chinese customers based on Hofstede's (1991) cultural value dimensions. The findings supported the model and revealed several non-invariant paths between the groups. Particularly, the impact of pleasure (dominance) on the other behavioral variables was higher for Canadian (Chinese) compared to Chinese (Canadian) customers. Moreover, the impacts of low (high) task relevant cues were stronger for Chinese (Canadian) customers compared to their Canadian (Chinese) counterparts. Discussion centers on the theoretical and practical implications of the findings.

Divisions:Concordia University > John Molson School of Business > Marketing
Item Type:Article
Refereed:Yes
Authors:Mazaheri, Ebrahim and Richard, Marie-Odile and Laroche, Michel
Journal or Publication:Journal of Business Research
Date:2011
Funders:
  • Social Sciences and Humanities Research Council of Canada
Keywords:Emotions; Cognitions; Canada; China; Internet; Atmospherics
ID Code:973645
Deposited By:ANDREA MURRAY
Deposited On:13 Mar 2012 11:09
Last Modified:13 Mar 2012 11:09
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