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Does online shopping make consumers feel better? Exploring online retail therapy effects on consumers’ attitudes towards online shopping malls

Does online shopping make consumers feel better? Exploring online retail therapy effects on... The purpose of this paper is to examine the relationship between online retail therapy and consumers’ attitudes towards online fashion shopping malls (ATO) based on the stimulus–organism–response model.Design/methodology/approachThis study examined how online retail therapy factors (e.g. the aesthetics of web design and attractiveness of the models) affect consumers’ ATO. In particular, the authors examined the mediation of positive mood reinforcement (PMR) and negative mood reduction (NMR).FindingsThe results indicated that aesthetics has a significant and direct effect on ATO. However, model attractiveness has an indirect effect on ATO through PMR and NMR. In addition, the direct effect of aesthetics on ATO is greater than the indirect effect of model attractiveness. Therefore, online fashion shopping malls need to concentrate on improving the aesthetics of the shopping malls. For fashion shopping malls that do not have the capacity to improve the aesthetics, it is possible to improve ATO by using highly attractive models.Originality/valueThis study applied the concept of retail therapy to the online environment and verified the effect. This study expanded the scope of the study of retail therapy by examining the effect of mood improvement on ATO as well. Further, this study examined the structure of two online retail therapy factors, aesthetics and model attractiveness, that affect ATO through PMR and NMR, and suggested managerial implications for online shopping malls. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Asia Pacific Journal of Marketing and Logistics Emerald Publishing

Does online shopping make consumers feel better? Exploring online retail therapy effects on consumers’ attitudes towards online shopping malls

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1355-5855
DOI
10.1108/apjml-06-2018-0210
Publisher site
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Abstract

The purpose of this paper is to examine the relationship between online retail therapy and consumers’ attitudes towards online fashion shopping malls (ATO) based on the stimulus–organism–response model.Design/methodology/approachThis study examined how online retail therapy factors (e.g. the aesthetics of web design and attractiveness of the models) affect consumers’ ATO. In particular, the authors examined the mediation of positive mood reinforcement (PMR) and negative mood reduction (NMR).FindingsThe results indicated that aesthetics has a significant and direct effect on ATO. However, model attractiveness has an indirect effect on ATO through PMR and NMR. In addition, the direct effect of aesthetics on ATO is greater than the indirect effect of model attractiveness. Therefore, online fashion shopping malls need to concentrate on improving the aesthetics of the shopping malls. For fashion shopping malls that do not have the capacity to improve the aesthetics, it is possible to improve ATO by using highly attractive models.Originality/valueThis study applied the concept of retail therapy to the online environment and verified the effect. This study expanded the scope of the study of retail therapy by examining the effect of mood improvement on ATO as well. Further, this study examined the structure of two online retail therapy factors, aesthetics and model attractiveness, that affect ATO through PMR and NMR, and suggested managerial implications for online shopping malls.

Journal

Asia Pacific Journal of Marketing and Logistics – Emerald Publishing

Published: Mar 28, 2019

Keywords: Aesthetics; Attitude; Attractiveness; Online shopping; Online retail therapy; Therapeutic effect

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