| The objectives of this study were to examine: (1) whether Pine and Gilmore's (1999) four experience realms (4Es) are affected by website features, (2) whether the 4Es affect consumer emotional components of pleasure and arousal, and (3) whether pleasure and arousal lead to enhanced website patronage intention. For the main experiment, two stimulus websites reflecting high experiential value and low experiential value were developed. Data were collected in a laboratory setting from 196 participants. An analysis of the causal model was conducted using the maximum-likelihood estimation procedure of Analysis of Moment Structures (AMOS) for hypotheses testing. The results of this study indicated that website features affected the 4Es and two of the 4Es (entertainment and esthetic experiences) affected pleasure and arousal, as well as consequent website patronage intention. Entertainment and esthetic experiences appeared to have a direct and mediating effect on website patronage intention. Based on these findings, practical and theoretical implications are offered. |
