Don’t Confuse Me! The Effect of Self-Construal on the Relationship between Context Visual Complexity and Enjoyment

Basit Öğe Kaydı
dc.authorscopusid57190871118
dc.authorscopusid9745213800
dc.contributor.authorAltinigne, N.
dc.contributor.authorKaraosmanoglu, E.
dc.date.accessioned2024-07-18T20:16:35Z
dc.date.available2024-07-18T20:16:35Z
dc.date.issued2019
dc.description.abstractThis study focuses on the complexity of atmospheric cues in online retailing. It tries to answer how context visual complexity of an online retailing Web site affects enjoyment of consumers. Furthermore, it asks whether other intervening variables (i.e., processing fluency and perceived control, self-construal) affect the relationship between visual complexity and enjoyment. The results indicate that an e-retailer Web site is evaluated as more enjoyable when presented in low visual complexity than high visual complexity. Also, mediating roles of processing fluency and perceived control are assured. Furthermore, the findings suggest that in low context visual complexity condition, the respondents with interdependent self-construal experience more perceived control compared to the ones with independent self-construal; in high context visual complexity condition, the respondents primed with independent self-construal experience more perceived control compared to the interdependent ones. © 2019, Academy of Marketing Science.en_US
dc.identifier.doi10.1007/978-3-030-02568-7_79
dc.identifier.endpage320en_US
dc.identifier.issn2363-6165
dc.identifier.scopus2-s2.0-85125203992en_US
dc.identifier.scopusqualityN/Aen_US
dc.identifier.startpage307en_US
dc.identifier.urihttps://doi.org/10.1007/978-3-030-02568-7_79
dc.identifier.urihttps://hdl.handle.net/11411/6178
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherSpringer Natureen_US
dc.relation.ispartofDevelopments in Marketing Science: Proceedings of the Academy of Marketing Scienceen_US
dc.relation.publicationcategoryKitap Bölümü - Uluslararasıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectE-Retailingen_US
dc.subjectPerceived Controlen_US
dc.subjectProcessing Fluencyen_US
dc.subjectSelf-Controlen_US
dc.subjectVisual Complexityen_US
dc.titleDon’t Confuse Me! The Effect of Self-Construal on the Relationship between Context Visual Complexity and Enjoyment
dc.typeBook Chapter

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