| Abstract: | An experiential construct was developed and applied to an online information search context involving new customers of a commercial website. The construct reflects daydreaming, enjoyment, and immersion. Our results show: (a) the online consumption experience has significant influence on attitude toward the website and intention to revisit, (b) enduring involvement and rational engagement have positive effects on daydreaming and enjoyment, (c) Internet search skill has no association with enjoyment or immersion. Practical implications and future research directions are discussed. Copyright © 2010 ASAC. Published by John Wiley & Sons, Ltd. |
