期刊
ASIA PACIFIC JOURNAL OF MARKETING AND LOGISTICS
卷 31, 期 2, 页码 464-479出版社
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/APJML-06-2018-0210
关键词
Aesthetics; Attitude; Attractiveness; Online shopping; Online retail therapy; Therapeutic effect
类别
资金
- National Research Foundation of Korea Grant - Korean Government [NRF-2014S1A5A2A03065756]
- National Research Foundation of Korea [2014S1A5A2A03065756] Funding Source: Korea Institute of Science & Technology Information (KISTI), National Science & Technology Information Service (NTIS)
Purpose 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/approach This 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). Findings The 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/value This 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.
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