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1、AffectiveandCognitiveOnlineShoppingExperienceEffectsofImageInteractivityTechnologyandExperimentingWithAppearanceHyun-HwaLee,1JihyunKim,2andAnnMarieFiore3AbstractTheobjectiveofthisstudywastoexaminetheeffectsofimageinteractivitytechnology(IIT)featuresandanin
2、dividualdifference,experimentingwithappearance(EA),onconsumers’shoppingenjoyment,riskperception,andattitudetowardanonlineretailer.Weconductedabetweenparticipantexperimentalstudyusingaconveniencesampleofcollegestudents.Atotalof206participantsprovidedusabler
3、esponsesforstructuralequationmodelinganalysis.TheresultsshowedthatthelevelofIITandEApositivelyaffectedshoppingenjoymentaswellasdecreasedperceivedrisktowardtheonlineretailer.Inturn,shoppingenjoymentandperceivedrisksignificantlyinfluencedtheconsumers’attitud
4、etowardtheonlineretailer,ashypothesized.Thefindingsofthestudysuggestthate-commercebusinessforonlineapparelretailersmaycontinuouslyneedtodevelopricherIITfeatures(innovativeyetplayful)tomeetconsumers’demandandsecureconsumers’loyalty.Keywordsimageinteractivit
5、ytechnology,experimentingwithappearance,shoppingenjoyment,perceivedrisk,onlineshoppingIntroductionTheproliferationofonlineandbrick-and-mortarstoreshasledtoanincreaseinshoppingoptionsthatsatisfyconsumerpreferencesanddesireforconvenience(Gordon,2005;Rangaswa
6、my&VanBruggen,2004).Alongwithsatisfyingcustomerpreferences,multipleretailchannelsalsoincreasebrandawareness(MSN.co.uk,2005)andbothonlineandbrick-and-mortarstoresales(Kim&Park,2005).Withgrowingcompetition,onlineretailersincreasinglyuseinteractiveWebsitefeat
7、urestoenhancebrandidentityandsecureconsumerloyalty(Fleenor,2007;Parks,2007).Concurrently,consumersaremorewillingtouseadvancedtechnologyofferedonlineandtotryhands-onactivitiesandshoppingtoolssuchasinteractivekiosksprovidedofflinewhiletheyshop(Fleenor,2007;P
8、arks,2007).Evenwithtechnologicaladvancements,amajordisadvantageofonlineapparelshoppingremains;consumerscannotphysicallytryonthegarmentbeforemakingpurchasedecisionsastheycaninbrick-and-mortarstores.Tolessenthi
