Predicting Intentions to Return to the Web Site : Extending the Dual Mediation Hypothesis

MacKenzie, Lutz, and Belch (1986) test four advertising attitude models and find that the Dual Mediation Hypothesis is the best. This research proposes an extended model within an online context, using intentions to return (I_r) to a Web site versus purchase intentions, with a direct path between attitudes toward the Web site (A_site) and I_r. This path is hypothesized as Web sites contain informative or entertaining content that attracts subsequent visits, and I_r depends on other non-brand-related factors such as security, ease of use, transactional capabilities, etc. Data from visitors to three actual Web sites — digital cameras, watches, and a charity — demonstrate significant relationships between A_site and I_r. In support of this perspective, when A_site was decomposed into its claim and non-claim components, the non-claim component had a significant effect on I_r for all three sites. Implications for online researchers and advertisers are discussed