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Consumer Intentions to Revisit Online Retailers: A Mental Imagery Account
Author(s) -
Argyriou Evmorfia
Publication year - 2012
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.20405
Subject(s) - web site , psychology , mental image , animation , faith , the internet , mental mapping , affect (linguistics) , advertising , world wide web , cognitive psychology , computer science , cognition , epistemology , business , communication , neuroscience , philosophy , computer graphics (images)
The current research explores the role of Web site characteristics, such as animation and iconic navigation aids, in predicting consumers’ self‐reported intentions to revisit a retailer's Web site. An experimental study ( n = 339) shows that Web site characteristics do not affect revisit intentions directly but through the vividness of mental images that consumers hold of the Web site as a whole. Vivid mental Web site imagery is stimulated by animation and facilitated by individual tendencies to put faith in intuitive rather than rational thinking, while it does not relate to the use of icons in navigation. The implications of these findings for researchers, Web designers and marketers are discussed.