Download or read book The Influence of Online Visual Merchandising on Consumer Emotions written by Young Ha and published by . This book was released on 2005 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Abstract: The purpose of this research was to investigate (1) the effects of web cues -- central cues (product-related stimuli) and peripheral cues (stimuli not directly related to the product) -- on emotions, (2) the influence of emotions on consumer response behaviors (satisfaction, purchase intention, and approach behaviors), (3) the effects of consumer involvement (product involvement and situational involvement) as a moderator of the relationship between web cues and emotions, and (4) the mediating effects of emotions on the relationship between web cues and response behaviors. The current research consists of two studies. In a between-subjects experiment with one factor (peripheral cues) having two levels (presence vs. absence), Study 1 found: (1) main effects for peripheral cues on consumer emotions, (2) a stronger effect for peripheral cues on pleasure and arousal for consumers with a low level of clothing product involvement rather than with a high level of clothing product involvement, (3) direct effects of consumer emotions on purchase intention and approach behaviors, and (4) indirect effects of peripheral cues on consumer response behaviors via emotions. Employing a 2 (situational involvement: high vs. low) x 2 (central cues: medium vs. high amount) x 2 (peripheral cues: presence vs. absence) between subjects' factorial design, Study 2 revealed: (1) direct effects for central cues on pleasure and for peripheral cues on arousal, (2) the influence of pleasure and arousal on consumer response behaviors, (3) the effects for central cues on consumer emotions under high situational involvement (purchasing situation) and effects for peripheral cues on emotions under low situational involvement (browsing situation), and (4) the mediating effects of consumer emotions on the relationship between web cues and consumer response behaviors. The findings of this research provide valuable information for apparel online retailers developing successful apparel online stores using various web cues that may attract both online browsers and purchasers.