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A Research Model for Website Confusion (1)

A Research Model for Website Confusion (1). Measure or Manipulation?. Involvement Individual level (being measured) Product or situation level (being manipulated). Manipulation. Measure. Interactivity Heuristic cues (Media level). (Perceived Interactivity). Behavioral Outcomes

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A Research Model for Website Confusion (1)

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  1. A Research Model for Website Confusion (1) Measure or Manipulation? • Involvement • Individual level (being measured) • Product or situation level (being manipulated) Manipulation Measure Interactivity Heuristic cues (Media level) (Perceived Interactivity) • Behavioral Outcomes • Perceived Credibility • Perceived Trust • Likelihood of Purchase Realism Heuristic cues (the degree of authenticity) Product Familiarity Heuristic cues (Message level) Measure Measure Measure

  2. A Research Model for Website Confusion (2) • Involvement • Individual level (being measured) • Product or situation level (being manipulated) Interactivity cues (moving) • Perceived Credibility • Perceived Trust • Perceived Authenticity • Likelihood • of Purchase  Realism cues (Photo rich) Product Familiarity Heuristic cues (Message level)

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