Cultivating Consumer Relationships Through Hypertext and Hypermedia Websites

This study extends cognitive flexibility theory using a structural equation model (SEM) to determine whether a hypermedia and hypertext website shapes cognition, attitude, and behavior within the context of parents enrolling their children into a National Football League (NFL) youth football program after browsing through the NFL Rush website. SEM results indicate an appropriate model fit to the data, with a root mean square error of approximation of 0.053, comparative fit index of 0.98, nonnormed fit index of 0.97, and normed fit index of 0.95. This suggests that this SEM model has implications for creating a higher likelihood to cultivate long-term profitable relationships from a hypertext and hypermedia marketing strategy.