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| Tekijä: | Penz, E. Hogg, M. K. |
| Otsikko: | The role of mixed emotions in consumer behaviour: investigating ambivalence in consumers' experiences of approach-avoidance conflicts in online and offline settings |
| Lehti: | European Journal of Marketing
2011 : VOL 45:1/2, p. 104-132 |
| Asiasana: | internet shopping electronic commerce consumer behaviour retailing cross-cultural studies Europe |
| Kieli: | eng |
| Tiivistelmä: | This article aims to study the role of consumer ambivalence in approach-avoidance conflicts. The antecedents of these conflicts in retail context are examined using a cross-country study approach (in Austria, Greece and UK). The influences of the situation, product and reference group on both online and offline shoppers intentions are studied to find out how shoppers' mixed emotions affect the conflicts. The findings reveal that in the impact of market-, product-, and social-related factors there is a difference between online and offline shoppers. In turn, the mediating effects of mixed emotions were the same for online and offline consumers. Ambivalence mediated the impact of personal factors as well as market- and product-related factors. |
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