How Attitude Toward the Web Site Influences Consumer Brand Choice and Confidence While Shopping Online

Abstract

As more and more consumers spend more money on the Internet, traditional retailers and manufacturers as well as entrepreneurial dot‐coms are jousting to explore and shape this new business opportunity. Their long‐term survival and profitability may be determined by how well the Web site helps form and sustain positive attitudes toward the site and, eventually, toward the product or the company. The purpose of this study is two‐fold: (1) to examine if and how attitude toward the Web site (Ast) affects consumer brand choice; and (2) to examine the association between Ast and consumers' confidence in choice, and the moderating effect of consumer product knowledge in its relationship. The study asked participants to choose a laptop brand after visiting three laptop manufacturer Web sites for a total of 30 minutes. Their product knowledge and attitude toward the three Web sites were also measured. The study found that attitude toward the Web site is a good predictor of consumer brand choice. In addition, confidence in choice seemed to be affected by Ast, depending on product knowledge. For a group with low product knowledge (novices), Ast was likely to influence confidence in choice. For a group with high product knowledge (experts), however, Ast did not seem to affect confidence in choice.

The intention to click on sponsored ads—A study of the role of prior knowledge and of consumer profile

“…The concept of attitude and its hierarchical effects have also been transposed and explored in the Internet context (Chen and Wells, 1999;Stevenson et al, 2000;Lee et al, 2004). In terms of Internet advertising, previous studies have stressed the potential of the sponsored ad as it is a less invasive form of communication.…”

PSICOLOGIA DA ERA VIRTUAL: Atitudes de estudantes adolescentes frente ao Orkut

“…Outros têm se interessado em verificar características diversas de websites que se relacionam com atitudes de compras online (Shergill & Chen, 2003). Lee, Hong e Lee (2004), por sua vez, verificaram que atitudes favoráveis de estudantes universitários em relação a websites predizem o comportamento de consumo de marcas e a fidelidade à marca e que o conhecimento do produto moderou essa relação.…”

Affective and cognitive influence of control of navigation on cause sponsorship and non‐profit organizations

“…Theories point out that attitude towards the website can directly influence brand attitude in a manner analogous to attitude towards the advertisement (Chen et al ., ; Chen & Wells, ). Studies have found that attitude towards the website could predict consumer brand choices (Lee et al ., ) and attitude towards the brands advertised on the site (Bellman & Rossiter, ). Moreover, as interacting with a website creates an interactive experience, components that are not related to brands but crucial to web‐based interactivity make an additional contribution to attitude towards the website and generate a greater impact on consumers' responses than traditional advertisements (Karson & Fisher, , b).…”