The Effect of Website Appeal on Behavioral Intention in Online Shopping and the Mediating Role of Emotional Appeal

Dülek, Bulut

doi:10.36543/kauiibfd.2022.004

Kafkas Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi

2022

DOI: 10.36543/kauiibfd.2022.004

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The Effect of Website Appeal on Behavioral Intention in Online Shopping and the Mediating Role of Emotional Appeal

Bulut Dülek

Abstract: Bu makale, çevrimiçi web sayfasının görsel ve duygusal çekiciliğinin tüketicilerin davranışsal niyetleri üzerindeki etkisini analiz etmektedir. Ayrıca duygusal çekiciliğin görsel çekiciliğin davranışsal çekicilik üzerindeki etkisinde aracılık rolü de test edilmiştir. Araştırma amacı doğrultusunda online perakendecilikte alışveriş yapan 208 katılımcıya anket yöntemi kullanılarak ulaşılmıştır. Araştırma modelinin geçerliği ve hipotezlerin test edilmesi process macro analizi ile yapılmıştır. Araştırma sonuçların… Show more

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2024

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Allurement of Augmented Reality on Behavioral Intention: Delineating the Role of Visual Appeal and Arousal Using Information System Success Model

Kumar,

Malhotra

2024

Review of Marketing Science

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Augmented Reality serves as a marketing strategy for businesses but investigation of the quality factors of AR in the beauty industry of developing countries, is still in its early stages. The motive is to investigates the impact of the quality characteristics of Augmented Reality on customers’ behavior intentions, considering parallel and serial mediation of Visual appeal and Arousal, using Information System success model. Data has been obtained from 594 respondents and analyzed using SPSS22.0 and AMOS.V.24. Structural equation modelling analysis was used to uncover the hypothesised relationships in the research model. System quality and Vividness strongly influence behavior intention. Visual appeal and Arousal both parallelly and serially mediated AR quality elements’ effect on Behavior intention. The results demonstrated full mediation between content quality and behavior intention and partial mediation between quality characteristics (system quality and vividness) and behavior intention. Study can be implemented in the fashion industry of developing countries, that have their websites and use AR technology to have a positive behavior intention of consumers towards their products. Through AR, consumers will have an enhanced and captivating experience as a consumer will feel how after applying these products she will look. Study can assist beauty brands in the fashion industry in promoting their products and engaging consumers towards their brand products. Study adds to the pertinent body of knowledge as the use of AR technology has been undergoing a significant shift specifically in fashion industry in emerging nations like India. Study evaluates the parallel and serial mediating effect of visual appeal and arousal on AR quality factors and behavior intention using IS success model. This study closes the gap between improving AR qualities and providing industry implications aimed at enhancing AR features to boost positive consumer behaviors.

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Allurement of Augmented Reality on Behavioral Intention: Delineating the Role of Visual Appeal and Arousal Using Information System Success Model

Kumar,

Malhotra

2024

Review of Marketing Science

View full text Add to dashboard Cite

show abstract

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The Effect of Website Appeal on Behavioral Intention in Online Shopping and the Mediating Role of Emotional Appeal

Cited by 1 publication

References 34 publications

Allurement of Augmented Reality on Behavioral Intention: Delineating the Role of Visual Appeal and Arousal Using Information System Success Model

Allurement of Augmented Reality on Behavioral Intention: Delineating the Role of Visual Appeal and Arousal Using Information System Success Model

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