The author is indebted to Tasos Mpitsios for his technical assistance in building Flowlessite.com.
Consumer Intentions to Revisit Online Retailers: A Mental Imagery Account
Article first published online: 5 JAN 2012
© 2011 Wiley Periodicals, Inc.
Psychology & Marketing
Volume 29, Issue 1, pages 25–35, January 2012
How to Cite
Argyriou, E. (2012), Consumer Intentions to Revisit Online Retailers: A Mental Imagery Account. Psychol. Mark., 29: 25–35. doi: 10.1002/mar.20405
- Issue published online: 5 JAN 2012
- Article first published online: 5 JAN 2012
The current research explores the role of Web site characteristics, such as animation and iconic navigation aids, in predicting consumers’ self-reported intentions to revisit a retailer's Web site. An experimental study (n = 339) shows that Web site characteristics do not affect revisit intentions directly but through the vividness of mental images that consumers hold of the Web site as a whole. Vivid mental Web site imagery is stimulated by animation and facilitated by individual tendencies to put faith in intuitive rather than rational thinking, while it does not relate to the use of icons in navigation. The implications of these findings for researchers, Web designers and marketers are discussed.