Modeling Interactions between Consumer''s Emotions and Environment in Online Retailing Store

• Main Authors: Ya-Ju Yang, 楊雅茹
• Other Authors: Yi-Ching Hsieh
• Format: Others
• Language: en_US
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/zs8w7f

碩士 === 國立中央大學 === 資訊管理研究所 === 99 === Nowadays e-commerce has a booming growth. Website plays an important role in online retailing context. To figure out how to build an attractive website is a priority task for online retailers. Therefore, this research aims at examining consumer’s emotion and behavior intention in online retailing environment. Although some research ignores the dominance dimension from the PAD model, other literatures indicate that dominance should not be eliminated from online environment studies. Consequently, this study examines how website atmospherics affect consumer’s emotions (pleasure, arousal and dominance) and purchase intention while examining the influence of dominance dimension. This study also examines how consumer’s emotions interact with each other. The results of this research suggest that web atmospheric cues, such as informativeness, navigation characteristics, and organization, affect consumer’s emotion states related to dominance; entertainment affects consumer’s emotion states related to arousal. This research provides evidence of the important role of dominance which was often ignored in previous consumer research. From this research, we know that, in online retailing context, dominance is an essential emotion state for consumer, which makes consumers produce pleasure in the shopping environment and then create purchase intention.