THE EFFECT OF CONSUMER PERCEPTION OF WEB ATMOSPHERE TASK RELEVANT SIGNS ON EMOTIONS AND INTENTIONS TO MOVE ONLINE SHOP, CASE ON THE WEB OF ONLINE MUSLIM CLOTHING SHOP, ONLINE HOUSE OF MADANI.

Amount: THE EFFECT OF CONSUMER PERCEPTION OF WEB ATMOSPHERE TASK RELEVANT SIGNS ON EMOTIONS AND INTENTIONS TO MOVE ONLINE SHOP, CASE ON THE WEB OF ONLINE MUSLIM CLOTHING SHOP, ONLINE HOUSE OF MADANI.

Authors: NUR DIANA KAMALIA

Item Type: Thesis

Memberships: Master of Management Study Program, Faculty of Economics and Business Universitas Airlangga Surabaya, Indonesia

Publisher: Airlangga University

Abstract

This study aims to analyze the effect of consumer perceptions of task-relevant cues in the online store's web atmosphere on emotions and intentions to switch online stores, the case of the Muslim fashion web at the civil society. This study is a confirmatory study by conducting several hypothesis tests to describe the causal relationship of all variables. The research population is all visitors to the civil society site who make online purchases, both using public facilities and private facilities. Technical analysis to test the research hypothesis was carried out using Structural Equation Modeling (SEM) supported by the AMOS 18 program. The results showed that consumer perceptions of the task-relevant cues studied had a positive and significant effect on consumer emotions. Meanwhile, consumer emotions have a positive and significant effect on the behavior of switching online stores. The results of this study are useful for providing scientific information about the variables studied, both consumer perceptions of task-relevant online atmosphere cues, emotions and intentions to switch to online stores. The results of this study can also be used by online businesses as a guide to understanding consumer behavior.

Keywords: Web atmospheric cues, emotions and intentions to move

sources: http://repository.unair.ac.id/37027/