Influences of online store perception,shopping enjoyment,and shopping involvement on consumer patronage behavior towards an online retailer |
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| Affiliation: | 1. Department of Business Administration, National Taipei University, No. 151, University Road, San Shia District, New Taipei City 23741, Taiwan;2. Department of Information Management, National Central University, No. 300, Jhongda Rd., Jhongli City, Taoyuan County 32001, Taiwan;3. Institute of Technology Management, National Tsing Hua University, No. 101, Section 2, Kuang-Fu Road, Hsinchu 30013, Taiwan |
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| Abstract: | 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. |
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