Document Type



In recent years, most studies in the Attitude toward Web Site (Aweb) literature have been empirically scoped in shopping or commerce contexts and lack of systematic perspectives in investigations, therefore offered limited insights on guiding the knowledge for non-shopping web contexts, such as the online content industry. The purpose of this study is to choose the content attribute perspective to construct and empirically test a research model incorporating the antecedent and consequence variables of the Aweb construct for the online content industry. After an extensive review on related literature, we propose 3 content attributes - informativeness, entertainment, and organization as the antecedent variables driving the Aweb construct, which in turn explains the consequence variable set formed by intention to revisit, loyalty toward web site, and intention to future online commerce. For further testing the research model, a controlled survey methodology under laboratory environment is used. After collecting and analyzing 62 observations of psychological experience questionnaire for freely-browsed e-News sites on graduate student samples, all the research hypotheses are tested by using regression analysis and significantly supported. Encouragingly, this study successfully justifies the rationale that manipulating web site content strategies could lead to the formation of web users' attitudes and thus in turn explain and predict their subsequent online behavior.