Skip to content

Explaining website effectiveness: The hedonic-utilitarian dual mediation hypothesis

44Citations
Citations of this article
119Readers
Mendeley users who have this article in their library.
Get full text

Abstract

In this study, we propose and test a conceptual model, representing the hedonic-utilitarian dual mediation hypothesis, in which both cognition and emotions are combined to help understand individual behavior in an online environment. Beyond what cognitive models offer, our results show that both cognitive and emotional responses play a key role in communication through websites and that the hedonic-utilitarian dual mediation hypothesis is the best fitting model in comparison with the four alternatives tested. Moreover, attitude is treated as a bi-dimensional construct made up of a hedonic and a utilitarian component. Based on this, an additional contribution concerns the correspondence that exists between consumer cognition and the utilitarian dimension of attitude, as well as the emotions expressed by subjects and the hedonic dimension of attitude. The relative importance of each dimension of attitudes can provide marketers in e-commerce settings with insights about whether to introduce more emotional appeals or more cognitive stimuli when communicating through their websites. © 2010 Elsevier B.V. All rights reserved.

Cite

CITATION STYLE

APA

López, I., & Ruiz, S. (2011). Explaining website effectiveness: The hedonic-utilitarian dual mediation hypothesis. In Electronic Commerce Research and Applications (Vol. 10, pp. 49–58). https://doi.org/10.1016/j.elerap.2010.04.003

Register to see more suggestions

Mendeley helps you to discover research relevant for your work.

Already have an account?

Save time finding and organizing research with Mendeley

Sign up for free