Impacts of "Green Movement" Cues of a Lodging Website on Customers' Emotion and Behaviors
نویسندگان
چکیده
Along with increased concerns about the green movement in society and academia, this study conceptually discovers how green movement cues influence customers’ emotions, cognitions, brand attitudes, and further their behavior intentions by applying a well-developed advertising processing model in an online environment—the modified Affect Transfer Hypothesis (ATH) model. In addition, this study aims to investigate how two different green movement indicators might influence customers’ emotions, as well as cognitions towards website advertising, brand attitudes, and further their behavior intentions differently in the context of lodging websites. Implications for academia, industry, and public policy-makers are provided at the end.
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