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Title: Exploring consumers' experiential responses and shopping intentions toward visual user-generated content in online shopping environments
Author: Cheung, Jenny
ISNI:       0000 0004 5372 466X
Awarding Body: University of Manchester
Current Institution: University of Manchester
Date of Award: 2015
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The purpose of this study is to explore online consumers' experiential response towards visual user-generated content in online shopping environments for fashion online shopping. The Stimulus-Organism-Response (S-O-R) framework has been widely used in online shopping environment studies to examine the effect of website attributes on online shoppers' internal affective and cognitive states, and shopping behaviour (Kawaf and Tagg, 2012). Recent literature in the field proposes a more holistic approach towards online experiences (e.g., Pentina, Amialchuk, and Taylor, 2011) which is conceptualise to mediate the relationship between website attributes and behavioural responses. Consumer experiences are considered to be a critical concept in consumer behaviour and marketing for understanding consumers and to create competitive advantage in online retailing (Schmitt, 2010). Building on existing online shopping environment research, the study conceptualises online experiences for fashion online. This study seeks to investigate online consumers' experiential responses (aesthetics, relational, emotional, Flow experience and interactivity) towards two visual user-generated stimulus: (1) Looks - photographs of individuals modelling their own fashion, and (2) Outfits - digital collages displaying an assortment of products centred around a theme. They are both features which have been created by community members in an online social shopping community, ASOS Fashion Finder. The context of this study was exploratory and utilised a mixed methods approach where 13 photo-elicited interviews (PEI) with female online shoppers of ASOS, aged 18-34, were conducted to identify and understand consumers' online experiential responses and online shopping intentions towards the two visual stimulus. Using the same sample criteria, an online survey with 555 responses was also conducted to measure and test relationships between consumers' experiential responses and shopping intentions. The results of this study provides insight to the experiential states of fashion online consumers for online retail marketing, and contributes knowledge to research literature and theory on online shopping environments and customer experiences.
Supervisor: Vazquez, Delia ; Perry, Patsy Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available
Keywords: Online shopping environments ; Online consumer experiences ; E-retail ; Retail ; Marketing ; User-generated content ; Aesthetics ; Fashion ; Relational experience ; Emotions ; Exploratory behaviour ; Online retailing ; Experiential states ; Stimulus-Organism-Response (S-O-R) ; Shopping intentions