Don’t Confuse Me! The Effect of Self-Construal on the Relationship between Context Visual Complexity and Enjoyment

Nesenur Altinigne*, Elif Karaosmanoglu

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Özet

This study focuses on the complexity of atmospheric cues in online retailing. It tries to answer how context visual complexity of an online retailing Web site affects enjoyment of consumers. Furthermore, it asks whether other intervening variables (i.e., processing fluency and perceived control, self-construal) affect the relationship between visual complexity and enjoyment. The results indicate that an e-retailer Web site is evaluated as more enjoyable when presented in low visual complexity than high visual complexity. Also, mediating roles of processing fluency and perceived control are assured. Furthermore, the findings suggest that in low context visual complexity condition, the respondents with interdependent self-construal experience more perceived control compared to the ones with independent self-construal; in high context visual complexity condition, the respondents primed with independent self-construal experience more perceived control compared to the interdependent ones.

Orijinal dilİngilizce
Ana bilgisayar yayını başlığıDevelopments in Marketing Science
Ana bilgisayar yayını alt yazısıProceedings of the Academy of Marketing Science
YayınlayanSpringer Nature
Sayfalar307-320
Sayfa sayısı14
DOI'lar
Yayın durumuYayınlandı - 2019

Yayın serisi

AdıDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Basılı)2363-6165
ISSN (Elektronik)2363-6173

Bibliyografik not

Publisher Copyright:
© 2019, Academy of Marketing Science.

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