| dc.contributor | 政大廣告系 | en |
| dc.creator (作者) | Chang, Chingching | en |
| dc.creator (作者) | 張卿卿 | zh_TW |
| dc.date (日期) | 2012 | - |
| dc.date.accessioned | 22-Feb-2013 14:56:57 (UTC+8) | - |
| dc.date.available | 22-Feb-2013 14:56:57 (UTC+8) | - |
| dc.date.issued (上傳時間) | 22-Feb-2013 14:56:57 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/56978 | - |
| dc.description.abstract (摘要) | 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. | en |
| dc.format.extent | 140 bytes | - |
| dc.format.mimetype | text/html | - |
| dc.language | zh_TW | en |
| dc.language.iso | en_US | - |
| dc.relation (關聯) | International Journal of Advertising, 31(4), 835-860 | en |
| dc.title (題名) | Is That Website for Me? Website-Self Congruency Effects Triggered by Visual Designs | en |
| dc.type (資料類型) | article | en |
| dc.identifier.doi (DOI) | 10.2501/IJA-31-4-835-860 | - |
| dc.doi.uri (DOI) | http://dx.doi.org/10.2501/IJA-31-4-835-860 | - |
