The Impact of Emotions on Customers’ Perception of Website Atmospheric Cues: an Empirical Cross-Cultural Investigation

Ebrahim Mazaheri, Concordia University, Canada
Marie-Odile Richard, University of Montreal, Canada
Michel Laroche, Concordia University, Canada
This paper examines the impacts of emotions on customers’ perception of website high- and low-task relevant cues. In turn, the associations of site atmospheric cues on site attitudes, site involvement, and purchase intentions are investigated. The proposed model is compared between Canadian and Chinese customers based on Hofstede’s (1991) cultural value dimensions.
[ to cite ]:
Ebrahim Mazaheri, Marie-Odile Richard, and Michel Laroche (2011) ,"The Impact of Emotions on Customers’ Perception of Website Atmospheric Cues: an Empirical Cross-Cultural Investigation", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.