A hedonic model for effective web marketing: An empirical examination

Philip M. Tsang, Sandy Tse

Research output: Contribution to journalReview articlepeer-review

26 Citations (Scopus)

Abstract

Purpose - To identify the relative effects of three features of response toward web interface (RWI) on their advertising promotion effectiveness as measured by the number of accesses to various web pages. Design/methodology/approach - A factorial design experiment was conducted on the internet to empirically test the hedonic stimulation web interface model developed by the authors. Findings - The results reveal that there are three main effects and two two-variable interactions which are found to be significant. In respect to our hedonic stimulation web interface design model (HSWIDM). No three variables of the hedonic salience interact simultaneously. Research limitations/implications - Among the potential limitations of this research is the main effect of colour in the design of the experiment. The other potential limitation is related to the broad assumption of subjects selected. Practical implications - In operational terms, the major finding regarding the key aim of this research is that all three hedonic salience variables have a main effect and lead to a hedonic valance. Originality/value - The research adds to the body of literature and knowledge focusing on quantitative internet research and analysis of data using a practical factorial design and analysis method as exemplified in the use of Yates' forward analysis of factorial experiment.

Original languageEnglish
Pages (from-to)1039-1052
Number of pages14
JournalIndustrial Management and Data Systems
Volume105
Issue number8
DOIs
Publication statusPublished - 2005

Keywords

  • Consumer behaviour
  • Internet
  • User interfaces

Fingerprint

Dive into the research topics of 'A hedonic model for effective web marketing: An empirical examination'. Together they form a unique fingerprint.

Cite this