B2C web site quality and emotions during online shopping episodes: An empirical study

This paper explores the impact of the quality of a web site on the cognitive process leading to consumers’ emotions—considered as direct antecedents to shopping behaviors and operationalized as mental states of readiness arising from the appraisal of events. A parsimonious theoretical model was defined and tested with data collected from 215 web-shopping episodes during which consumers were shopping for low-touch products. Analysis of the results showed that web site quality had a positive impact on the cognitive appraisal of situational state, which in turn influenced five of the six emotions of the proposed model: liking, joy, pride, dislike, and frustration. Results also showed that a substantial number of shoppers experienced intensively the emotions of liking and joy. Moreover, this paper highlights several implications that could help managers and webmasters improve the quality of their web sites.