Effects of ‘feeling right’ about website cultural congruency on regular and mobile websites
研究发现，网站文化一致性（如符合消费者文化背景）会增强消费者对态度的确定感，进而影响他们对网站的态度和购买意愿；这种效应在使用触摸屏设备时比常规电脑更强，且对法国主体民族消费者比马格里布少数民族消费者更明显。
This research tests the notion that consumers misattribute feelings of certainty about their attitudes, or more broadly their ‘feeling right,’ to their attitudes about objects. Specifically, high (as compared to low) levels of website cultural congruity may induce greater certainty about consumers' attitudes toward retail websites, which affects the extremity of their attitudes toward the site as well as their purchase intentions. We test this issue experimentally by differentiating: (a) types of internet access devices (regular computers vs. touchscreen devices) and (b) reactions of ethnic majority (French) and ethnic minority (Maghrebian) consumers in France. The findings show that attitude certainty acts as a key mediator between website cultural congruity, attitudes toward the site and purchase intentions. The effects of website cultural congruity are stronger when consumers use touchscreen devices than regular computers, and stronger for French ethnic majority than for Maghrebian ethnic minority consumers.