Abstract
This paper examines the impact of four Web site interface features on the cognitive process that trigger online shoppers’ emotions, operationalized as mental states of readiness that arise from appraisal of events and considered as direct antecedents to approach or avoidance behaviors. A research model was tested with data collected from 215 Web shopping episodes for low-touch merchandise. Results show that shoppers experienced all six emotions posited in the model. The emotions of liking and joy were experienced intensively by a substantial number of shoppers. The results also demonstrate that interface features – key components of the usability of a Web site – influenced the three cognitive appraisals illustrated in the research model. Moreover, the cognitive appraisals of situational state and control potential impacted the six emotions examined. This paper also highlights several theoretical contributions and managerial implications that should help managers and Web site managers improve the interface design of their Web sites in order to facilitate information gathering and better support online shopping processes.
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