The impact of situation awareness information on consumer attitudes in the Internet shopping mall

摘要

The purpose of this study is to suggest a concept of situation awareness to overcome limitations on interpersonal interaction in Internet shopping malls and to test the effect of situation awareness information on user attitudes by using a laboratory experiment with a 2×2 factorial design. Situation awareness information was categorized into two independent variables: workspace awareness and user awareness. As mediating variables, emotional states—pleasure, arousal, and dominance—were adopted. User attitude was employed as a dependent variable. The results are as follows: first, the Internet shopping mall with situation awareness information produced higher pleasure, arousal, and dominance even though the number of users currently visiting the site did not have significant effects on these variables. Second, the user awareness information provided greater pleasure, arousal, and dominance. Finally, the study reveals that emotional states significantly influenced consumer attitudes: greater pleasure and arousal led the consumers to have a more positive attitude to the shopping mall.