Does content relevance lead to positive attitude toward websites? exploring the role of flow and goal specificity

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)Not applicablepeer-review

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Detail(s)

Original languageEnglish
Title of host publication15th Americas Conference on Information Systems 2009, AMCIS 2009
Pages6451-6460
Volume10
Publication statusPublished - 2009

Publication series

Name
Volume10

Conference

Title15th Americas Conference on Information Systems 2009 (AMCIS 2009)
PlaceUnited States
CitySan Francisco, CA
Period6 - 9 August 2009

Abstract

It is common practice to have Websites interact with consumers by delivering personalized services, among which content relevance is most widely adopted on Internet advertising. However, little is known about the impact of relevance on consumers' psychological states and the underlying mechanism of relationship between relevance and attitude toward Websites. Building upon flow theory and Hoffman and Novak's (1996) conceptual model, this study investigates the role of flow and relevance in influencing attitude toward Websites. The findings show that the link between content relevance and attitude toward Web sites is mediated by consumers' flow experience. In addition, goal specificity moderates the effect of relevance on flow experience. Under the conditions of high goal specificity, the relevance effect on flow is magnified. Theoretical and practical implications of this study are discussed.

Research Area(s)

  • Attitude toward website, Content relevance, Flow theory, Goal specificity, Web personalization

Citation Format(s)

Does content relevance lead to positive attitude toward websites? exploring the role of flow and goal specificity. / Jiang, Chunping; Lim, Kai H.; Sun, Yongqiang; Peng, Zeyu.

15th Americas Conference on Information Systems 2009, AMCIS 2009. Vol. 10 2009. p. 6451-6460.

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)Not applicablepeer-review