The effect of online visual merchandising cues on consumers’ flow experience, satisfaction, and approach/avoidance behavior.

Ahmad Saquib Sina; Juanjuan Wu

Merchandising/Marketing/Retailing: Management

The effect of online visual merchandising cues on consumers’ flow experience, satisfaction, and approach/avoidance behavior.

Authors: Ahmad Saquib Sina (University of Minnesota - Twin Cities) , Juanjuan Wu (University of Minnesota - Twin Cities)

Abstract

Consumer flow experience in the online environment plays an important role in influencing various marketing outcomes such as exploratory behavior, purchase intention, addictive behavior, positive subjective experience, and perceived usefulness (Hoffman & Novak, 2009). Understanding what specific factors of the online environment that have an impact on consumer flow experience is very important. Results showed that interactivity of product presentation (β=0.235, t=2.364, ppp

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How to Cite: Sina, A. & Wu, J. (2018) “The effect of online visual merchandising cues on consumers’ flow experience, satisfaction, and approach/avoidance behavior.”, International Textile and Apparel Association Annual Conference Proceedings. 75(1).