À propos des routes cognitives et affectives de l’e-satisfaction et de l’attitude: Les comportements utilitaires et expérientiels empruntent-ils le même itinéraire ?

Imed Ben Nasr and Jean-Francois Trinquecoste
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Imed Ben Nasr: IRGO - Institut de Recherche en Gestion des Organisations - UB - Université de Bordeaux - Institut d'Administration des Entreprises (IAE) - Bordeaux
Jean-Francois Trinquecoste: IRGO - Institut de Recherche en Gestion des Organisations - UB - Université de Bordeaux - Institut d'Administration des Entreprises (IAE) - Bordeaux

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Abstract: This research proposes a dual – cognitive and affective – analysis of the brand-website-visiting experience. It focuses on the role of these two components in the consumer's e-satisfaction and attitude toward the brand. The moderating role of the type of behavior in this process is also studied. Empirical tests of the causal model confirm the dual nature – cognitive and affective – of the user's e-satisfaction. They put forward also the influences of the type of behavior in this process. The results mention that utilitarian behavior improves the cognitive process of consumer's e-satisfaction while the experiential behavior enhances the emotional process of achieving this e-satisfaction.

Date: 2015
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Published in Revue management & avenir, 2015, 82 (8), pp.155-181. ⟨10.3917/mav.082.0155⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03262357

DOI: 10.3917/mav.082.0155

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