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JRIM Effects of site design on consumer
4,2
emotions: role of product
involvement
80
Young Ha
University of Nebraska, Lincoln, Nebraska, USA, and
Received July 2009
Revised October 2009, Sharron J. Lennon
December 2009 University of Delaware, Newark, Delaware, USA
Accepted January 2010
Abstract
Purpose – The purpose of this paper is to investigate the effects of low task relevant cues presented
on apparel web sites on consumer emotions (pleasure and arousal) that in turn influence consumer
response behaviors (purchase intention and approach behavior) and examine the influence of product
involvement as a moderator of the relationship between such cues and emotions.
Design/methodology/approach – A total of 157 female students participated in an online
experiment using mock web sites. The paper employed a 2 £ 2 between-subjects factorial design: low
task relevant web cues (presence vs absence) and product involvement (low vs high).
Findings – The results revealed that low task relevant web cues induce more pleasure and arousal
for online browsers with low levels of clothing product involvement than for those with high levels of
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