Is that website for me? Website-self-congruency effects triggered by visual designs

Chingching Chang

This study proposes and tests a moderated mediation model for website–self-congruency effects triggered by the visual designs of websites.

Is that website for me? Website–self-congruency effects triggered by visual designs

Chingching Chang

National Chengchi University

Introduction

Websites offer important marketing vehicles (Berthon et al.1996; Palmer & Griffith 1998) that usually fit into one of two broad categories: websites that build a relationship with the prospective customer by introducing the history of the brand/company and providing product/service information or news releases, and websites that feature products and allow consumers to purchase them online, such that they serve as direct selling platforms. In either case, consumers form an impression of the brand’s image or personality that is based on the...

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