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...