A hedonic model for effective web marketing: an empirical examination

• Published in: Industrial management + data systems Vol. 105; no. 8; pp. 1039 - 1052
• Main Authors: Tsang, Philip M, Tse, Sandy
• Format: Journal Article
• Language: English
• Published: Wembley Emerald Group Publishing Limited 01.01.2005
• Subjects: Advertising; Consumer behavior; Consumer behaviour; Consumers; Consumption; Design; Factorial experiments; Interfaces; Internet; Marketing; Online advertising; Studies; User interface; User interfaces; User interfaces; Consumer behaviour; Internet
• ISSN: 0263-5577; 1758-5783
• DOI: 10.1108/02635570510624437

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.