Consumer Intentions to Revisit Online Retailers: A Mental Imagery Account

Evmorfia Argyriou

55 citations0/0 files storedPsychology and Marketing

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Technology Adoption and User Behaviour Digital Marketing and Social Media Consumer Retail Behavior Studies

Abstract

ABSTRACT 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.

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References

1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 1999Dual-process theories in social psychology 2003Maps of Bounded Rationality: Psychology for Behavioral Economics 1986Communication and Persuasion 1986Mental Representations: A Dual Coding Approach 2000The role of transportation in the persuasiveness of public narratives.1983Extensional versus intuitive reasoning: The conjunction fallacy in probability judgment.1996The empirical case for two systems of reasoning.

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