Influences of online store perception, shopping enjoyment, and shopping involvement on consumer patronage behavior towards an online retailer
- 作者：Jihyun Kim ; Ann Marie Fiore ; Hyun-Hwa Lee
- 关键词：Interactivity ; Virtual model ; Online retailer ; Shopping enjoyment ; Patronage behavior
- 刊名：Journal of Retailing and Consumer Services
- 出版年：2007
- 期刊代码：61_09696989
- 类别：bus
- 出版时间：March 2007
- 卷：14
- 期：2
- 页码：95-107
- 文件大小：256 K
摘要
Online apparel retailers have adopted various types of image interactivity technology (IIT), such as close-up pictures or zoom-in functions, mix-and-match functions, and 3D virtual models to enhance consumers’ online shopping experience. The purpose of the present study was to examine the influence of level of IIT on consumer perception of online retail environment, shopping enjoyment, shopping involvement, a desire to stay, and patronage intention. Significant structural relationships between these research variables were found, supporting a pleasure-oriented conceptual model of consumer patronage behavior in the online retailing environment. Theoretical and managerial implications are discussed.