6533b82bfe1ef96bd128d3d5

RESEARCH PRODUCT

Proposal of a web site engagement scale and research model. Analysis of the influence of intra web site comparative behaviour

Antonio Hyder Espiñeira

subject

339Facultat d'economiaComerç. Relacions econòmiques internacionals. Economia mundial. Màrqueting

description

A Web site engagement scale is suggested that serves as the basis of a two part-model. The first part studies the influence of the online comparative behaviour of consumers on Web site engagement using data obtained from respondents that selected a holiday package on an online travel agency capable of remotely tracing and recording their intra-Web page and intra-Web site behaviour. The second part of the model studies the influence of Web site engagement on consequences highly relevant for online marketers. The results confirm that the Web site engagement construct has five dimensions: positive affect, focused attention, challenge, curiosity and involvement. Likewise antecedents and consequences of Web site engagement are confirmed. The model is estimated with partial least squares path modelling (PLSPM).

yearjournalcountryeditionlanguage
2011-02-25
http://hdl.handle.net/10550/23460