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Title: Is That Website for Me? Website-Self Congruency Effects Triggered by Visual Designs
Authors: Chang, Chingching
Contributors: 政大廣告系
Date: 2012
Issue Date: 2013-02-22 14:56:57 (UTC+8)
Abstract: This study proposes and tests a moderated mediation model for website–self-congruency effects triggered by the visual designs of websites. The model specifies the conditions (i.e. when participants are not involved with the product category) in which website–self-congruency effects emerge, and identifies specific cognitive processes (i.e. generating self-referencing and self–brand connection perceptions) and affective processes (i.e. experiencing positive emotions and browsing enjoyment) that mediate the influence of website–self-congruency effects on attitudes and purchase intentions. The findings of this study support the proposed model and hypotheses, and thereby offer significant implications for research and practice.
Relation: International Journal of Advertising, 31(4), 835-860
Data Type: article
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Appears in Collections:[廣告學系] 期刊論文

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