Affective and Cognitive Online Shopping Experience: Effects of Image Interactivity Technology and Experimenting With Appearance
Abstract
The objective of this study was to examine the effects of image interactivity technology (IIT) features and an individual difference, experimenting with appearance (EA), on consumers’ shopping enjoyment, risk perception, and attitude toward an online retailer. We conducted a between-participant experimental study using a convenience sample of college students. A total of 206 participants provided usable responses for structural equation modeling analysis. The results showed that the level of IIT and EA positively affected shopping enjoyment as well as decreased perceived risk toward the online retailer. In turn, shopping enjoyment and perceived risk significantly influenced the consumers’ attitude toward the online retailer, as hypothesized. The findings of the study suggest that e-commerce business for online apparel retailers may continuously need to develop richer IIT features (innovative yet playful) to meet consumers’ demand and secure consumers’ loyalty.
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The adoption rate of online purchasing is low in Asian countries as compared to the Western world.
“The adoption rate of online purchasing is low in Asian countries as compared to the Western world (Lee et al., 2010).”
From Individual level culture influence on online consumer iTrust aspects towards purchase intention across cultures: A S-O-R model (2015) · cites this paper as Lee et al., 2010
Cites
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Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value
Babin, B. J., Darden, W. R., & Griffin, M. (1994) · Journal of Consumer Research · doi:10.1086/209376 · Cited by 6,020 · see citing works
Mere Exposure: A Gateway to the Subliminal
Zajonc, R. B. (2001) · Current Directions in Psychological Science · doi:10.1111/1467-8721.00154 · Cited by 1,299 · see citing works
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The Role of Live Streaming in Building Consumer Trust and Engagement with Social Commerce Sellers
Wongkitrungrueng, A., & Assarut, N. (2020) · Journal of Business Research · doi:10.1016/j.jbusres.2018.08.032 · Cited by 1,477 · see citing works
Sohaib, O., & Kang, K. (2015) · International Journal of Electronic Business · doi:10.1504/ijeb.2015.069104 · Cited by 60 · see citing works
- Authors
- Lee, H.-H., Kim, J., & Fiore, A. M.
- Affiliations
- The University of Texas at Austin (US)
- Virginia Tech (US)
- Iowa State University (US)
- Corresponding author
- Lee, Hyun-Hwa
- Venue
- Clothing and Textiles Research Journal
- Publisher
- SAGE Publications
- Published
- 2010-03-24
- Volume
- 28
- Issue
- 2
- Pages
- 140-154
- ISSN
- 0887-302X (ISSN-L)
- 1940-2473
- OpenAlex
- W2045501591
- Cited by
- 128
- References
- 3
- Citations by year
- 2025: 3 · 2024: 11 · 2023: 10 · 2022: 11 · 2021: 8 · 2020: 16 · 2019: 9 · 2018: 8 · 2017: 8 · 2016: 8 · 2015: 15 · 2014: 8 · 2013: 4 · 2012: 3
- FWCI
- 12.37
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Clothing and Textiles Research Journal (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Keywords
- online shopping experience, shopping enjoyment, risk perception, individual differences, online apparel retail, customer loyalty, e-commerce
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