Figure 1.
The flowchart presents relationships between sensory cues and consumer outcomes. Visual cues include text or text and picture combinations. Auditory cues include with or without music conditions. Both cues affect perceived website entertainment, which influences mental imagery vividness. These variables together impact two behavioural outcomes: purchase intentions and word-of-mouth communication. Hypotheses H1, H2, and H3 are tested at each connection within the framework.Conceptual framework
Source: Developed by authors