Using the pleasure, arousal, and dominance (PAD) model, this study seeks to extend existing knowledge about consumers’ activities in online retail environments by focusing on the largely ignored role of perceived dominance. In online environments, perceived dominance might influence purchasing intentions both directly and indirectly through pleasure. Furthermore, consumers’ perceptions of Web site atmospherics (informativeness, navigational cues, perceived organization, and entertainment) likely affect two dimensions of emotion (perceived dominance and arousal). This study also investigates the moderating effects of situational involvement on the relationships among the PAD dimensions for online consumers. The results affirm that perceived dominance has direct effects on purchasing intentions, as well as indirect impacts through pleasure. The impact of perceived dominance on pleasure also is moderated by situational involvement. Whereas high task-relevant cues exert significant effects on perceived dominance, low task-relevant cues influence arousal. Therefore, this research shows that perceived dominance relates to online customers’ purchasing intentions, which represents an extension of existing knowledge about the PAD model applied online; it also provides notable managerial implications for e-marketers.

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Purpose -The purpose of this paper is to explore how multichannel customers evaluate overall satisfaction across distribution channels and what the antecedents are of such satisfaction. Design/methodology/approach -A survey of bank customers in Taiwan was conducted. The total number of valid questionnaires was 479. Reliability and validity were tested. Maximum likelihood procedure of LISREL 8.8 was used to test the hypothesized structural equation model. Findings -The findings indicate that the overall satisfaction in the multichannel environment is a critical determinant of customer retention and participation. The present study also develops the antecedents of multichannel satisfaction. In the multichannel environment, perceived multichannel service quality is positively related to satisfaction, while perceived channel switching difficulty is negatively related to satisfaction. Originality/value -The present study employs the stimulus-organism-response (S-O-R) paradigm and the channel loyalty framework to better model customers' response to marketing activities in the multichannel distribution system.

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