The role of experiential value in online shopping

Emerald - Tập 19 Số 1 - Trang 105-124 - 2009
So Won Jeong1, Ann Marie Fiore2, Linda S. Niehm2, Frederick O. Lorenz2
1(The Ohio Sate University, Columbus, Ohio, USA)
2(Iowa Sate University, Ames, Iowa, USA)

Tóm tắt

PurposeThe purpose of this paper is to examine whether Pine and Gilmore's four experience realms (4Es) are affected by web site features; the 4Es affect consumer emotional components of pleasure and arousal; and pleasure and arousal lead to enhanced web site patronage intention.Design/methodology/approachFor the main experiment, two stimulus web sites reflecting high experiential value and low experiential value were developed. Data were collected in a laboratory setting from 196 participants. An analysis of the causal model was conducted using the maximum‐likelihood estimation procedure of Analysis of Moment Structures (AMOS) for hypotheses testing.FindingsUsing AMOS, the results indicated that web site features affected the 4Es and three of the 4Es (entertainment, escapist and esthetic experiences) influenced pleasure and/or arousal. Pleasure, arousal, entertainment, and esthetic experiences had direct effects on web site patronage intention.Practical implicationsThe results present an effective way to offer experiential value, which enhances web site patronage intention, to online retailers.Originality/valueThis is the first empirical research to investigate the holistic process of the effects of product presentation on consumer responses towards an apparel web site that there is a clear need for further study.

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Emerald

Tập 19 Số 1

105-124

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