Internet Consumer Behavior: Major Moderating Variables

Abstract

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Introduction

This chapter concludes the model of internet consumer behavior by describing some key moderating variables such as gender, need for cognition (NFC) and optimum stimulation level (OSL)(Figure 1).

Figure 1.

Model of consumer navigation behavior: selected moderators (Source: Adapted from Richard, M.O. (2009). Modeling the internet behavior of visitors by the study of cognitive variables and moderators. Unpublished doctoral dissertation, HEC-Montreal Business School.)

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Background

The selection of each moderating variable (i.e., gender, NFC and OSL) is justified with appropriate background and its moderating effects on the model of Internet consumer behavior are explained.

Key Terms in this Chapter

Need for cognition (NFC): stable individual difference in people’s tendency to engage in and enjoy effortful cognitive activity.

Dual mediation model: process of process of attitude formation via the central route; thinking about the brand motivates efforts for processing information, and is influenced by evaluation of the website.

Optimum stimulation level (OSL): amount of stimulation people prefer in life.

Selectivity hypothesis: a theory whereby females are described as comprehensive processors and males as heuristic processors. It relates to the depth of processing.

Affect transfer model: process of attitude formation where site attitude directly influences brand attitudes through the peripheral route.

Relational hypothesis: a theory whereby females are described as relational processors and males as males are item-specific processors. It relates to the style of processing.