Abstract: The aims of this study are to provide an integrated literature review of factors influencing consumers’ responses to brand websites, to describe the state of research in the past ten years and, to give an overview of the theories used in brand website studies. Using a vote-counting procedure, more than 700 findings from 50 empirical studies were synthesized. The analysis revealed which individual-specific factors (e.g., involvement or flow) and execution factors (e.g., usability or interactivity) influenced responses to websites and brands. To explain such responses many studies integrated new theoretical concepts (e.g., interactivity or telepresence) into traditional theories. Furthermore, the review showed that the current state of research is limited by the use of forced exposure, student samples and the measurement of affective responses.
Keywords: brands, consumers, internet, websites, online advertising
This article was awarded an Outstanding Paper Award 2010 for the best article of the year 2009 published in Internet Research.