A Hedonic/Utilitarian Dual Mediation Hypothesis in the Measurement of Website Communication Effectiveness

In this paper we propose a model of effectiveness for websites as communication tools. We add the affect component to the traditional cognitive focus and extend the Dual Mediation Hypothesis through incorporating emotional consumer responses as well as both the hedonic and utilitarian dimensions of attitude. We also evaluate competing models. A real website is used as stimulus. Academic and managerial implications will derive from this research. Results will allow assessing the simultaneous effect of cognitions and emotions in communication through a website. Identifying what kind of responses consumers generate in a website provides companies with clues about the factors that have made the website ends up in success or failure.



Citation:

Salvador Ruiz and Ines Lopez (2007) ,"A Hedonic/Utilitarian Dual Mediation Hypothesis in the Measurement of Website Communication Effectiveness", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 280-282.

Authors

Salvador Ruiz, University of Murcia, Spain
Ines Lopez, University of Murcia, Spain



Volume

E - European Advances in Consumer Research Volume 8 | 2007



Share Proceeding

Featured papers

See More

Featured

Assemblages of Denim: Transforming from Mundane to Remarkable Consumption Object

Eminegül Karababa, Middle East Technical University
Mahmut Sami Islek, Eskisehir Osmangazi University
Ufuk Ay, KTO Karatay University

Read More

Featured

Secrecy Prompts Nonconformity-Avoidance in Consumption Choice

DONGJIN HE, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Gerald J. Gorn, Hong Kong Polytechic University

Read More

Featured

N12. Untangling Different Envy Episodes and their Effects on Brand Attitude

Kirla C Ferreira, EAESP-FGV, Brazil & City University of London, UK
Delane Botelho, EAESP-FGV
Suzana Valente Battistella-Lima, EAESP-FGV

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.