Moreover, attitude is treated as a bi-dimensional construct made up of a hedonic and a utilitarian component. Beyond what cognitive models offer, our results show that both cognitive and emotional responses play a key role in communication through websites and that the hedonic–utilitarian dual mediation hypothesis is the best fitting model in comparison with the four alternatives tested. In this study, we propose and test a conceptual model, representing the hedonic–utilitarian dual mediation hypothesis, in which both cognition and emotions are combined to help understand individual behavior in an online environment.
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