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For fun and profit: Hedonic value from image interactivity and responses toward an online store
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For fun and profit: Hedonic value from image interactivity and responses toward an online store
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Journal Article
For fun and profit: Hedonic value from image interactivity and responses toward an online store
2005
Overview
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.
Publisher
Wiley Subscription Services, Inc., A Wiley Company,Wiley Periodicals Inc
Subject
