Merchandising/Marketing/Retailing: Branding

Preliminary evidence for the psychophysiological effects of technologic feature in e-commerce

  • Yeo Jin Jung (Seoul National University)
  • Ha Youn Kim (Seoul National University)
  • Tae Yeon Kim (Seoul National University)
  • Yuri Lee (The Research Institute of Human Ecology, Seoul National University)
  • So-Yeon Yoon (Cornell University)


As information and communication technologies are advanced, consumers are now able to enhance their e-commerce experiences regardless the channel, and it leads fashion retailers to develop better innovative experiential strategy to secure sustainable competency. The purpose of this study is to focus on apparel website to investigate the effect of branded contents on consumer's pleasure and arousal that in turn may influence consumer's response behaviors. This study employed S-O-R paradigm which explains that consumers' inner organisms change according to the exposed external stimulation, and the changes antedate behavioral responses. Pleasure and arousal were measured with BioPAC MP150, which indicates the changes of electromyogram (EMG: pleasure), galvanic skin reflex (GSR: arousal), and heart rate (HR: pleasure) follow by the self-reported survey about behavioral responses. This study found that the effect for e-commerce's branded content video on consumer's response is indirect, and change of arousal is an indicator of hedonic shopping behavior.

How to Cite:

Jung, Y., Kim, H., Kim, T., Lee, Y. & Yoon, S., (2017) “Preliminary evidence for the psychophysiological effects of technologic feature in e-commerce”, International Textile and Apparel Association Annual Conference Proceedings 74(1).

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Published on
01 Jan 2017
Peer Reviewed