The influence of web aesthetics on customers’ PAD

One key focus of an online retail website is to enhance the consumers’ online shopping behavior. Based on the Stimulus-Organism-Response (S-O-R) framework and pleasure, arousal, and dominance (PAD) emotional model, we investigated the relationship between consumers’ emotional model and purchase behavior from the perspective of web aesthetics, and how web aesthetics affect their purchase behaviors through the emotional model. Using 441 questionnaire responses and structural equation modeling, we verified that both aesthetic formality and aesthetic appeal influence purchase behaviors through the emotional model. In the emotional model, web aesthetics have significant and positive influences on control, which is composed of behavior control, cognitive control, and decisional control. Control indirectly influences pleasure through the mediations of energetic arousal and tense arousal. Additionally, pleasure and searching on other websites positively influences purchasing behavior. The aim of this study was to provide practical recommendations in the establishment of a pattern of web aesthetics that influence consumers’ emotions.     

The atmospheric factors of online storefront environment design: An empirical experiment in Taiwan

The purpose of our study was to identify the effect of atmospheric factors such as music and color on participants’ emotional responses and subsequent shopping behavior in an online store setting. In this study, a laboratory experiment was conducted to test our hypotheses. The experiment was a 2 (music: fast/slow) × 2 (color: warm/cool) between-subjects factorial design with one control group. The results indicated that both music and color factors had a significant effect on participants’ emotional response, which in turn influenced their intention to purchase. Specifically, participants felt more aroused and experienced greater pleasure when they were exposed to fast-tempo music and a warm color website than those people who experienced slow-tempo music and cool colors. In addition, both pleasure and arousal emotions were significant predictors of approach–avoidance intention. We expected that a well-designed website with adequate music and color attributes would create a desired environment and thus entice and retain target customers. Our findings should help in deciding on ambient factors in online website design. Although studies on atmospheric effects in traditional stores have been abundant, knowledge of their effect in the online retail context has been sparse.     

How does background music tempo work for online shopping?

This research examines the impact of background music tempo, an emotional stimulus, on consumer attitude in online shopping. The authors conducted two empirical studies based on the same experimental design. The results of both studies supported the study’s main hypothesis: background music tempo positively affects consumer arousal. It also suggests that product category moderates the influence of arousal on pleasure such that a positive effect occurs when shopping online for hedonic products but not for utilitarian products. In addition, consumer trust mediates the positive influence of pleasure on purchase intention. The authors also discuss the managerial implications of the empirical results.     

Online purchase intentions: A multi-channel store image perspective

The advantages of the bricks-and-clicks retail format in the battle for the online customer has been widely discussed but empirical research on it has been limited. We applied a multi-channel store image perspective to assess its influence on online purchase intentions. Drawing on a sample of 630 customers of a large music retail store in the Netherlands, the results demonstrated that offline and online store perceptions directly influenced online purchase intention. In addition, our findings confirmed that offline store impressions were used as references for their online store counterparts. Synergy and reference effects are discussed.     

The interactional effects of atmospherics and perceptual curiosity on emotions and online shopping intention

With increasing importance of online stores, a great number of studies have focused on extending our knowledge related to successful functional aspects increasing ease of use and usefulness. More recent studies have focused on identifying the effects produced by hedonic aspects of online store environment such as web atmospherics on emotional responses of customers. However, previous studies have been somewhat deficient in their investigation of studying diverse aspects of online consumer characteristics, which may have an impact on customer evaluation of atmospheric cues. Building on this research tradition, the present study addresses two critical issues. The present study adopting a well validated S–O–R framework tests the effect of atmospheric cues of online stores on the intervening affective emotional states of consumers, which have a subsequent impact on behavioral intention. Additionally, the model hypothesizes that perceptual curiosity (PC) moderates the relationships between atmospheric cues and shoppers’ emotional reactions. Structure equation model confirmed that online atmospherics such as graphics, colors, and links have an impact on customer emotions such as pleasure and arousal, both of which have subsequent effects on intention. The moderating effect of perceptual curiosity has also been supported. Theoretical and practical implications, limitations, and directions for future research are discussed in conclusion.     

The impact of the online and offline features on the user acceptance of Internet shopping malls

Internet shopping mall has the dual nature of Web-based application system and traditional shopping mall. This paper explores online and offline features of Internet shopping malls and their relationships with the acceptance behaviors of customers. The results from a Web survey of 932 users show that the technology acceptance model (TAM) is valid in predicting the acceptance of the Internet shopping malls and that online and offline features have positive effects on the user acceptance. Both online and offline features have greater effects on the usefulness, attitude, and intention to use than either online or offline features separately. This study provides a domain-specific, integrative approach in evaluating the quality and antecedents of user acceptance for Internet shopping malls.     

Does “Being There” Matter? The Impact of Web-Based and Virtual World’s Shopping Experiences on Consumer Purchase Attitudes

The use of virtual worlds as an emerging technology is already having a significant impact on business to consumer commerce and on corporate Internet retailing strategies. This research investigates consumer behavior in e-commerce retail environments, particularly with respect to consumer attitudes toward using virtual world’s shopping compared to web-based, online shopping for real-world items. We investigate two forms of presence, perceived social presence and telepresence, and their effect on attitudes toward e-commerce, attitudes that ultimately influence the consumer's intention to shop using a particular e-commerce environment. Key implications of this research for researchers and practitioners are discussed.     

A consumption system model integrating quality,satisfaction and behavioral intentions in online shopping

A consumption system has two constitutive dimensions: the structural elements and the transaction process. Little attention has been paid to the effect of the consumption system on customer satisfaction and behavioral intentions during online shopping. This paper develops and tests a consumption system model for online shopping that incorporates both product and e-service elements, and the online and offline stages of the transaction process. Applying the transaction process of online shopping, this paper dichotomizes perceived product quality into online perceived product quality (OnPPQ) and offline perceived product quality (OffPPQ), and proposes four dimensions of e-service quality integral to the transaction process. An integrative model is proposed to link OnPPQ, OffPPQ, e-service quality, satisfaction and behavioral intentions. The research was based on empirical data from over 260 university students with experience purchasing apparel from online shops. Structural equation modelling was used to test the model and the hypotheses. The results show that perceived e-service quality, OnPPQ and OffPPQ significantly affect customer satisfaction. However, only customer satisfaction and OffPPQ have a direct effect on behavioral intention. A consumption system model successfully theorizes the dimensions of perceived product quality and e-service quality. The model considers the simultaneous effects of the two structural elements, product and e-service, as well as the temporal effect of the online shopping transaction process. Different structural elements in separate transaction processes have distinct effects on satisfaction and behavioral intentions. The research and its results are especially valuable for online shopping for physical goods.     

Understanding customers' loyalty intentions towards online shopping: an integration of technology acceptance model and fairness theory

As with any other information system (IS), the success of online shopping depends largely on customer satisfaction and other factors that will eventually increase customers' loyalty intentions. This article integrates two major variables of technology acceptance model (TAM), trust, and fairness to construct a model for investigating the motivations behind customers' loyalty intentions towards online shopping. The hypothesised model is validated empirically using data collected from 311 customers of an online shopping store. The results indicated that distributive, procedural and interactional fairness were strong predictors of trust, which in turn influenced satisfaction. Distributive fairness and interactional fairness exhibited significant positive effects on satisfaction. Perceived usefulness and satisfaction influenced loyalty intention towards online shopping. Perceived ease of use acts indirectly on loyalty intention through the mediating effect of perceived usefulness. Implications for theory and practice and future research directions are discussed.     

Understanding consumer intention in online shopping: a respecification and validation of the DeLone and McLean model

The increasing popularity of online shopping has led to the emergence of new economic activities. To succeed in the highly competitive e-commerce environment, it is vital to understand consumer intention. Understanding what motivates consumer intention is critical because such intention is key to survival in this fast-paced and hypercompetitive environment. Where prior research has attempted at most a limited adaptation of the information system success model, we propose a comprehensive, empirical model that separates the ‘use’ construct into ‘intention to use’ and ‘actual use’. This makes it possible to test the importance of user intentions in determining their online shopping behaviour. Our results suggest that the consumer's intention to use is quite important, and accurately predicts the usage behaviour of consumers. In contrast, consumer satisfaction has a significant impact on intention to use but no direct causal relation with actual use.     

Virtual agents in retail web sites: Benefits of simulated social interaction for older users

This study investigates the benefits of simulated social interaction (social presence) through virtual agents for older users’ experience in retail Web sites, particularly with respect to age-related barriers to the adoption of online retailing. In Study 1, through four focus group interviews, we identified six social–psychological barriers to the adoption of online shopping among older users (mean age of 73 years). These included barriers relating to perceived risks, trust, social support, familiarity, experience, and search. In Study 2, a laboratory experiment with older users (mean age of 69 years) demonstrated that embedding a virtual agent that serves search and navigational/procedural support functions in the online store leads to increased perceived social support, trust, and patronage intention for the online store. Mediational analyses further revealed that the effect of virtual agents: (1) on trust is mediated by perceived social support; and (2) on patronage intentions is mediated in part by trust and perceived risks. The study provides important implications on the design of virtual agents for older users of e-commerce applications, and on building online trust and e-service patronage through virtual agents.     

BOPS模式下基于成本共担契约的供应链协调策略

随着线上线下融合的全渠道零售兴起,线上购买线下自提(buy online and pickup in store, BOPS)模式成为供应链管理领域的热点问题.针对由制造商与具有销售努力行为的线下零售商构成的提供BOPS服务的全渠道供应链,构建BOPS销量计入线上渠道和BOPS销量计入线下渠道整合模型,探讨不同BOPS销量整合模式下供应链的定价及销售努力策略,进一步分析基于销售努力成本共担机制实现全渠道供应链的协调问题.研究结果表明:基准情形下的集中决策有助于提高销售努力水平并提升供应链整体绩效;分散决策中BOPS销量计入线上渠道能让供应链系统获利更多.在满足参与约束的前提下,不同BOPS销量整合模型中成本共担契约的实施均能够缓解双重边际化效应,激励零售商提高销售努力水平,实现供应链系统收益的帕累托改进.     

Gender differences in consumers’ perception of online consumer reviews

Since the early days of the Internet, gender gap has existed in using the Internet, and it is particularly evident for online shopping. Females perceive higher level of risk for online shopping, and as a result, they tend to hesitate to make purchase online. Online consumer reviews can effectively mitigate such perceived risk by females and thereby attract them to buy online. This study investigates the effect of online consumer reviews on consumer’s purchase intention. In particular, we examine whether there are gender differences in responding to online consumer reviews. The results show that the effect of online consumer reviews on purchase intention is stronger for females than males. The negativity effect, that consumers are influenced by a negative review more than by a positive review, is also found to be more evident for females. These findings have practical implications for online sellers to guide them to effectively use online consumer reviews to engage females in online shopping.     

Reliability,validity, and sensitivity of a single-item measure of online store usability

In an experimental study, we examined the validity and reliability of a single-item measure for customers' assessment of online store usability. Each of the 378 participants visited two out of 35 online stores and performed three shopping related tasks. Usability was rated using a single-item and an eight-item measure. In addition to trust in the online store and aesthetics, we also measured the participant's intention to buy. Results from factor analysis and the correction for attenuation formula revealed an adequate reliability of the single-item measure. Positive correlations with both trust and aesthetics supported the convergent validity of the single-item measure for usability. The positive correlation between the single-item and the intention to buy demonstrated the high predictive validity of this measure. Finally, results support the sensitivity of the single-item measure to differentiate between the usability for each online store.     

How perceived cognitive needs fulfillment affect consumer attitudes toward the customized product: The moderating role of consumer knowledge

Voluntary participation in adaptive customization (AC) entails consumers’ own mental engagement that evokes perceptions of cognitive needs fulfillment (CNF). This study examined the effect of CNF perceived during the process of AC services on felt emotions and consumer attitudes toward the customized product, and the moderation role of consumer knowledge. A total of 327 Americans participated in an online survey after experiencing AC services at 3 actual retail websites. The results revealed the following: (a) Perceived CNF (competence and autonomy) increased positive felt emotions (pleasure and arousal); (b) out of the two emotions, felt pleasure (not arousal) significantly contributed to positive consumer attitudes toward the customized product; (c) subjective levels of consumer knowledge showed a partial moderating effect in the relationships between CNF and felt emotions, (d) but did not do so in the relationships between felt emotions and consumer attitudes toward the customized product.     

Applying virtual reality for trust-building e-commerce environments

The application of virtual reality in e-commerce has enormous potential for transforming online shopping into a real-world equivalent. However, the growing research interest focuses on virtual reality technology adoption for the development of e-commerce environments without addressing social and behavioral facets of online shopping such as trust. At the same time, trust is a critical success factor for e-commerce and remains an open issue as to how it can be accomplished within an online store. This paper shows that the use of virtual reality for online shopping environments offers an advanced customer experience compared to conventional web stores and enables the formation of customer trust. The paper presents a prototype virtual shopping mall environment, designed on principles derived by an empirically tested model for building trust in e-commerce. The environment is evaluated with an empirical study providing evidence and explaining that a virtual reality shopping environment would be preferred by customers over a conventional web store and would facilitate the assessment of the e-vendor’s trustworthiness.     

Electronic commerce in retailing: Convenience, search costs, delivery and price across retail formats

The research explores the impact of electronic commerce in retailing. Four retail formats are examined: in‐store, catalog, cable TV, and the World Wide Web. 112 products were “shopped” in the fall of 1995 and again in the fall of 1997 across the four formats. The results show a significant difference in shopping availability, time taken to shop, and speed of delivery across the four formats. Total cost of the product was not significantly different across the four formats and cost showed less variability across the formats in 1997. WWW was lowest price in 1995 and in‐store lowest in 1997. Time spent shopping dropped from 1995 to 1997 with catalog the fastest followed by in‐store, WWW, and cable TV. Delivery time also changed from 1995 to 1997, with the WWW exhibiting faster delivery times than cable TV, but still lagging catalogs. The study also suggests that there is strong potential for the merging of the three non‐store formats, given their similar structures for channel support, including telemarketing and fulfillment. This revised version was published online in July 2006 with corrections to the Cover Date.     

Whether a retailer should enter an e‐commerce platform taking into account consumer returns

Considering consumers are increasingly shopping online nowadays and the online sales market is dominated by e‐commerce giants, traditional retailers need to choose whether to enter e‐commerce platforms. Moreover, traditional retailers need to determine whether to offer offline return services considering online return services are very popular. To address these challenges, we explore a retailer's optimal offline return strategy and channel choice of whether or not to enter a platform in the contexts of symmetric information and asymmetric information, respectively. We present conditions for the retailer to share information. Interestingly, we find that the retailer in some conditions has no motivation to improve customer satisfaction rate of offline store. Most important, we find that the retailer's channel choice depends on the magnitude of the annual service fee that is affected by offline return strategy and asymmetric information, and the offline return strategy depends on the magnitude of the average residual value of returned products.     

The effect of mobile retailing on consumers' purchasing experiences: A dynamic perspective

The emerging retail culture is characterized by the extensive use of mobile technologies, high connectivity, ubiquitous computing and contactless technologies, which enable consumers to experience shopping differently. In fact, innovative mobile technologies provide new tools (apps) which are able to separate the moment of purchase from the moment of effective consumption, by allowing consumers to make purchases by mobile phone and collect them at home or at a store (a pick-up boutique or collection point), in addition to the traditional in-store service (purchase in the store and collect/consume in the store). The aim of this paper is to understand the extent to which mobile technologies have an impact on consumer behaviour, with emphasis on the drivers motivating consumers to adopt the consumer experience of mobile shopping. To achieve this goal we used a qualitative approach involving 29 consumers in the Italian market, where mobile shopping is still at an early stage. The findings shed a light on the extent to which consumers are moving from e-channels to mobile channels and take into account the effect of these technological innovations in retail settings from a cognitive standpoint, where studies are limited. The implications for researchers and practitioners are then discussed, with emphasis on retailers need to develop new mobile service competences, and integrate and synthetize physical retail settings with mobile opportunities and functionalities.     

Understanding online repurchase intention: social exchange theory and shopping habit

Customer retention plays a key role in online shopping success. However, little attention has been paid to how online customers’ shopping habit moderates the relationship between their evaluation of online services and repurchase intention. To fill this gap, this study draws on both social exchange theory and IS use theory to propose a model. The social exchange theory is characterized as emotional evaluation (i.e., satisfaction with outcome quality, satisfaction with process quality) and rational evaluation (i.e., trust, learning). We view online repurchase as post-adoption phenomena of IS use that entail users’ beliefs, perception, and intention. The proposed model and hypotheses are supported by the empirical data from 469 online customers. Our findings show that shopping habit increases the influence of emotional evaluation on continuance, while habit weakens the impact of rational evaluation on continuance intention. The integration of social exchange theory and IS use (continuance) distinguishes our study from others who have primarily considered these theories disparately.