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.


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.


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


E - European Advances in Consumer Research Volume 8 | 2007

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