Consumers' cognitive response to website change

The issue of understanding consumers' responses to different levels and types of change in a retail website is beginning to receive increased attention. This study extends research which has been conducted to date by examining the cognitive side of consumer response to change. Specifically, this paper develops and tests an empirical model that explores the role of curiosity, control, performance, utilitarian value and hedonic value as cognitive components of consumer's response to change. The results of an online experiment demonstrate significant cognitive responses from both types of change, with the overall response from task-relevant change demonstrating negative impacts, and non-task-relevant change demonstrating positive impacts. In addition, a number of mediated paths are identified.