Transcript (Website Confusion) ..

A Research Model for Website Confusion (1)
Measure or
Manipulation?
Manipulation
Interactivity
Heuristic cues
(Media level)
Measure
(Perceived
Interactivity)
Product Familiarity
Heuristic cues
(Message level)
Measure
Involvement
-Individual level (being measured)
-Product or situation level (being manipulated)
Realism
Heuristic cues
(the degree of authenticity)
Measure
Behavioral Outcomes
-Perceived Credibility
-Perceived Trust
-Likelihood of Purchase
Measure
A Research Model for Website Confusion (2)
Involvement
-Individual level (being measured)
-Product or situation level (being manipulated)
Interactivity cues
(moving)
Realism cues
(Photo rich)
Product Familiarity
Heuristic cues
(Message level)
-Perceived Credibility
-Perceived Trust
-Perceived Authenticity
Likelihood
of Purchase