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ISSN : 1229-8778
This study investigates whether and how perceptions of control in an online shopping environment affect consumer responses to a product website. Specifically, the perception of control elicited by an interactive 3D product interface is predicted to foster a positive consumer attitude toward the website (Aws) both directly and indirectly through user emotional responses (i.e., pleasure and arousal) and the perceived diagnosticity of the website as a product evaluation tool. Structural equation modeling with latent composites indicates that perceived control was positively associated with Aws and notably, the influence of perceived control on Aws was completely mediated via pleasure and perceived diagnosticity. The mediating role of arousal, however, was not supported. Findings suggest that online marketers should put more effort into increasing perceptions of customer control since these perceptions are strongly related to outcomes that have critical importance for marketers.
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