For fun and profit: Hedonic value from image interactivity and responses toward an online store

For fun and profit: Hedonic value from image interactivity and responses toward an online store With the use of an on‐line retailer's Web site and an experimental method with 103 university students, statistical support through path analysis was found for positive influences of optimum stimulation level (preferred level of environmental stimulation) and recreational shopping on hedonic value (trying an image‐interactivity feature of an apparel Web site as a stimulating experience). The Web site's mixandmatch image interactivity feature allowed creation of visual images of product combinations. The path‐analysis model revealed significant paths between hedonic value and resulting emotional pleasure and arousal variables. A pattern of significant paths was also found between these three variables and global attitude, willingness to purchase, and willingness to patronize the on‐line store. Theoretical and managerial conclusions are provided. © 2005 Wiley Periodicals, Inc. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Psychology & Marketing Wiley

For fun and profit: Hedonic value from image interactivity and responses toward an online store

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Publisher
Wiley
Copyright
© 2005 Wiley Periodicals, Inc.
ISSN
0742-6046
eISSN
1520-6793
DOI
10.1002/mar.20079
Publisher site
See Article on Publisher Site

Abstract

With the use of an on‐line retailer's Web site and an experimental method with 103 university students, statistical support through path analysis was found for positive influences of optimum stimulation level (preferred level of environmental stimulation) and recreational shopping on hedonic value (trying an image‐interactivity feature of an apparel Web site as a stimulating experience). The Web site's mixandmatch image interactivity feature allowed creation of visual images of product combinations. The path‐analysis model revealed significant paths between hedonic value and resulting emotional pleasure and arousal variables. A pattern of significant paths was also found between these three variables and global attitude, willingness to purchase, and willingness to patronize the on‐line store. Theoretical and managerial conclusions are provided. © 2005 Wiley Periodicals, Inc.

Journal

Psychology & MarketingWiley

Published: Aug 1, 2005

References

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    Swinyard, Swinyard; Smith, Smith
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    Zuckerman, Zuckerman

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