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Does involvement matter in online shopping satisfaction and trust?
Author(s) -
Martín Sonia San,
Camarero Carmen,
José Rebeca San
Publication year - 2011
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20384
Subject(s) - elaboration likelihood model , persuasion , psychology , context (archaeology) , set (abstract data type) , social psychology , advertising , computer science , business , paleontology , biology , programming language
Consumer involvement in online shopping can play a moderating role when explaining Web site effect on satisfaction and trust. This study proposes a set of hypotheses based on the Elaboration Likelihood Model (ELM) of persuasion, a conceptual model that explains the formation of individual attitudes that are prompted by central and peripheral cues. The model proposes the use of central signals when the buyer is highly involved and peripheral signals when the buyer is less involved. Nevertheless, the results of this study would suggest that these relationships are not so clearly defined in the case of online buying, which implies that certain assumptions associated with the ELM need to be revised to take the particularities of the online context into account. © 2011 Wiley Periodicals, Inc.