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政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/56978

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/56978

Title:	Is That Website for Me? Website-Self Congruency Effects Triggered by Visual Designs
Authors:	Chang, Chingching 張卿卿
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
DOI 連結:	http://dx.doi.org/10.2501/IJA-31-4-835-860
DOI:	10.2501/IJA-31-4-835-860
Appears in Collections:	[廣告學系] 期刊論文

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