Abstract
The present study focuses on the effects of a credible but unfavourable website voice application on online consumers. Specifically, it examines the effects of a credible but disliked online voice on consumer evaluations of online store image, mood, and experiential value, taking into account the moderating effects of gender. Results show that even though an online voice sounded credible, a disliked online voice influenced all subjects' online store image evaluations. Gender moderated the relationship between disliked voice and online store image, mood and experiential value. Mood and experiential value were found to affect website patronage intentions.
Published Version
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