Online Consumer Response:
Key Variables Affecting Consumers’
Value Perceptions
Author(s)
O. Discombe
Abstract
This paper attempts to provide a better understanding of the relationship between
consumer perceptions of a brand and their web site, and the perceived value of
that web site. This is done by empirically testing the relationship between four
key consumer perception variables, i.e. brand personality, involvement,
perceived control and expectations, and the perceived value of the web site in an
experimental study of consumers’ interaction with car brand web sites.
Laboratory based, controlled and randomised experiments using three equal
sized samples under three experimental conditions were designed. Seventy-eight
participants were randomly allocated to three different web site interactions as
the experimental treatments. The multiple regression models showed that the
four independent variables taken together, rather than in isolation, predict the
dependent variable, and account for 70% of the variation in perceived value. This
finding supports the argument that these four consumer-based perceptions
measured after the web site interaction can successfully predict the overall value
of the web site as perceived by those consumers. Theoretical and managerial
implications of this finding are further discussed.
Keywords: online consumer response, brand web sites, added value, perceived
value, brand personality, involvement, perceived control, expectations.
1 Introduction
Since the early days of the commercial use of the Internet, there has been great
interest, both from academics and practitioners, into understanding how the
online medium would affect consumer behaviour and response to brands. Most
of the academic literature tends to be conceptual in nature, generally suggesting
Keywords
online consumer response, brand web sites, added value, perceived
value, brand personality, involvement, perceived control, expectations.
Related Book
Other papers in this volume
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