Is that website for me?

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.

Additional information

Notes on contributors

Chingching Chang

Chingching Chang (PhD, University of Wisconsin-Madison) is a chair professor at the National Chengchi University in Taiwan. Her research interests include advertising psychology, health communication and consumer behaviours. She has published in Journal of Communication, Human Communication Research, Communication Research, Communication Theory, Media Psychology, Journal of Advertising, Journal of Advertising Research, Journal of Interactive Marketing, Journal of Consumer Affairs, Journal of Business and Psychology, Psychology & Marketing, Journal of Health Communication, Health Communication, Political Communication, The Harvard International Journal of Press/Politics and Sex Roles.