Login | Register

Online consumer behavior: Comparing Canadian and Chinese website visitors


Online consumer behavior: Comparing Canadian and Chinese website visitors

Mazaheri, Ebrahim, 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

Text (application/pdf)
JBR_online_consumer_behavior.pdf - Accepted Version

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


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
Authors:Mazaheri, Ebrahim and Richard, Marie-Odile and Laroche, Michel
Journal or Publication:Journal of Business Research
  • Social Sciences and Humanities Research Council of Canada
Digital Object Identifier (DOI):10.1016/j.jbusres.2010.11.018
Keywords:Emotions; Cognitions; Canada; China; Internet; Atmospherics
ID Code:973645
Deposited On:13 Mar 2012 15:09
Last Modified:18 Jan 2018 17:36
All items in Spectrum are protected by copyright, with all rights reserved. The use of items is governed by Spectrum's terms of access.

Repository Staff Only: item control page

Downloads per month over past year

Back to top Back to top