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À propos des routes cognitives et affectives de l’e-satisfaction et de l’attitude : Les comportements utilitaires et expérientiels empruntent-ils le même itinéraire ?

Author

Listed:
  • Imed Ben Nasr

    (IRGO - Institut de Recherche en Gestion des Organisations - UB - Université de Bordeaux - Institut d'Administration des Entreprises (IAE) - Bordeaux)

  • Jean-Francois Trinquecoste

    (IRGO - Institut de Recherche en Gestion des Organisations - UB - Université de Bordeaux - Institut d'Administration des Entreprises (IAE) - Bordeaux)

Abstract

This research proposes a dual – cognitive and affective – analysis of the brand-website-visiting experience. It focuses on the role of these two components in the consumer's e-satisfaction and attitude toward the brand. The moderating role of the type of behavior in this process is also studied. Empirical tests of the causal model confirm the dual nature – cognitive and affective – of the user's e-satisfaction. They put forward also the influences of the type of behavior in this process. The results mention that utilitarian behavior improves the cognitive process of consumer's e-satisfaction while the experiential behavior enhances the emotional process of achieving this e-satisfaction.

Suggested Citation

  • Imed Ben Nasr & Jean-Francois Trinquecoste, 2015. "À propos des routes cognitives et affectives de l’e-satisfaction et de l’attitude : Les comportements utilitaires et expérientiels empruntent-ils le même itinéraire ?," Post-Print hal-03262357, HAL.
    • Handle: RePEc:hal:journl:hal-03262357
    DOI: 10.3917/mav.082.0155
    as

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