Predicting Intentions to Return to the Web Site: Extending the Dual Mediation Hypothesis

Journal of Interactive Marketing, Volume 19, Issue 3, pages 2–14, Summer 2005

University of Alberta School of Business Research Paper No. 2013-375

14 Pages Posted: 26 Aug 2014

See all articles by Eric Karson

Eric Karson

Villanova University

Robert Fisher

University of Alberta - Department of Marketing, Business Economics & Law

Date Written: 2004

Abstract

MacKenzie, Lutz, and Belch (1986) test four advertising attitude models and find that the Dual Mediation Hypothesis is the best. This research proposes an extended model within an online context, using intentions to return (I_r) to a Web site versus purchase intentions, with a direct path between attitudes toward the Web site (A_site) and I_r. This path is hypothesized as Web sites contain informative or entertaining content that attracts subsequent visits, and I_r depends on other non-brand-related factors such as security, ease of use, transactional capabilities, etc. Data from visitors to three actual Web sites — digital cameras, watches, and a charity — demonstrate significant relationships between A_site and I_r. In support of this perspective, when A_site was decomposed into its claim and non-claim components, the non-claim component had a significant effect on I_r for all three sites. Implications for online researchers and advertisers are discussed.

Suggested Citation

Karson, Eric and Fisher, Robert, Predicting Intentions to Return to the Web Site: Extending the Dual Mediation Hypothesis (2004). Journal of Interactive Marketing, Volume 19, Issue 3, pages 2–14, Summer 2005; University of Alberta School of Business Research Paper No. 2013-375. Available at SSRN: https://ssrn.com/abstract=2274914

Eric Karson (Contact Author)

Villanova University ( email )

Villanova, PA 19085
United States

Robert Fisher

University of Alberta - Department of Marketing, Business Economics & Law ( email )

Edmonton, Alberta T6G 2R6
Canada

Register to save articles to
your library

Register

Paper statistics

Downloads
19
Abstract Views
256
PlumX Metrics