1 / 2

Understanding Website Confusion: A Model for Manipulation and Measurement

This research model delves into the complexities of website confusion, exploring how involvement at individual and product levels can be measured and manipulated. It examines interactivity cues, perceived credibility, trust, and likelihood of purchase, alongside realism cues and product familiarity heuristics. The study aims to determine whether website confusion is a measure or manipulation.

doria
Télécharger la présentation

Understanding Website Confusion: A Model for Manipulation and Measurement

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. A Research Model for Website Confusion (1) Measure or Manipulation? • Involvement • Individual level (being measured) • Product or situation level (being manipulated) Manipulation Measure Interactivity Heuristic cues (Media level) (Perceived Interactivity) • Behavioral Outcomes • Perceived Credibility • Perceived Trust • Likelihood of Purchase Realism Heuristic cues (the degree of authenticity) Product Familiarity Heuristic cues (Message level) Measure Measure Measure

  2. A Research Model for Website Confusion (2) • Involvement • Individual level (being measured) • Product or situation level (being manipulated) Interactivity cues (moving) • Perceived Credibility • Perceived Trust • Perceived Authenticity • Likelihood • of Purchase  Realism cues (Photo rich) Product Familiarity Heuristic cues (Message level)

More Related