Emotionalizing e-commerce pages: empirical evaluation of design strategies for increasing the affective customer response

Beitrag bei einer Tagung
(Konferenzbeitrag)


Details zur Publikation

Autor(en): Piazza A, Lutz C, Schuckay D, Zagel C, Bodendorf F
Jahr der Veröffentlichung: 2018
Sprache: Englisch


Abstract



The
interdisciplinary research of neuromarketing shows that the conscious and
rational consumer is only an illusion, whereas emotions have a significant
influence on consumer behavior. Therefore, this study examines the effect of
emotionalized e-com pages on visitors’ emotions as well as on their behavioral
intention in hedonic situations. Three landing pages are conceptualized using
diverse techniques of emotional boosting along with different procedures of
triggering distinct levels of neuronal activity. The impact of these landing
pages is examined in an online survey, generating a sample of 391 participants.
The resulting dataset is analyzed by using structural equation modeling to test
the proposed hypotheses. The results confirm that emotions can be triggered
only by seeing a landing page of an e-com store and that these emotions
influence the behavioral intentions. Additionally, the study shows a moderating
effect of long-term involvement and mood and provides recommendations for
appropriate and well-designed websites.


FAU-Autoren / FAU-Herausgeber

Bodendorf, Freimut Prof. Dr.
Lehrstuhl für Wirtschaftsinformatik, insbesondere im Dienstleistungsbereich
Lutz, Corinna
Lehrstuhl für Betriebswirtschaftslehre, insbesondere Marketing
Piazza, Alexander
Lehrstuhl für Wirtschaftsinformatik, insbesondere im Dienstleistungsbereich
Schuckay, Daniela
Lehrstuhl für Betriebswirtschaftslehre, insbesondere Marketing
Zagel, Christian Dr.
Lehrstuhl für Wirtschaftsinformatik, insbesondere im Dienstleistungsbereich


Zitierweisen

APA:
Piazza, A., Lutz, C., Schuckay, D., Zagel, C., & Bodendorf, F. (2018). Emotionalizing e-commerce pages: empirical evaluation of design strategies for increasing the affective customer response. Orlando, Florida, USA.

MLA:
Piazza, Alexander, et al. "Emotionalizing e-commerce pages: empirical evaluation of design strategies for increasing the affective customer response." Proceedings of the The Human Side of Service Engineering (HSSE), Orlando, Florida, USA 2018.

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Zuletzt aktualisiert 2018-11-08 um 00:23