Modeling online consumer behavior: Preeminence of emotions and moderating influences of need for cognition and optimal stimulation level

A model of online consumer behavior incorporating emotions, cognitions, flow, entertainment, online attitudes and purchase intentions was developed and tested, as well as the moderating effects of need for cognition (NFC) and optimum stimulation level (OSL). Cognitions relate to website functional characteristics, while entertainment relates to its hedonic characteristics. Emotions encompass pleasure, arousal and dominance. Findings indicate that in the context of online visiting, emotions precede cognitions. Among other findings, the dimension of dominance played a major role in the model. The moderating effects of NFC and OSL on the model were tested individually as well as the interactive effects of these moderators. Strong main and interactive effects of NFC and OSL were found. Several key differential paths were identified. Finally, the article provides a description of website visitors based on these personality variables.