Kawaf, Fatema ORCID: 0000-0002-7089-7816 (2013) The role of web atmospherics and consumers emotions in online fashion shopping experiences. In: Academy of Marketing Doctoral Colloquium. Marketing Conference Services.

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Abstract

This research explores and conceptualises the overall shopping experience as lived by fashion shoppers. Believing that the best person to educate us about consumers are consumers themselves, the research adopted George Kelly’s Personal Construct Theory and employed the Repertory Grid technique to gain a deeper understanding of the overall shopping experience and the emotions that underpin observable behaviour. Moreover, screen recorded videos were carried out, using Camtasia software, to capture how consumers interact with web atmospherics or what this research terms as the “FASHIONSCAPE”. Both qualitative and quantitative analyses are being carried out and the main outcome shows a uniqueness in the nature of online fashion shopping, high quality digital zooming/ 3D images and catwalk videos are two main influential factors on the buying decision. The effect of social media integration, customer reviews, and chat with advisers is varying (analysis is still being carried out). Moreover, the initial result shows that emotions form the basis of observable behaviour. However, it was clear that emotions are the deepest constructs that consumers form after laddering down (asking how and in what way question).

Item Type:	Conference Proceedings
Title of Proceedings:	Academy of Marketing Doctoral Colloquium
Uncontrolled Keywords:	Online Fashion Shopping Experience, Repertory Grid, Videos, Shopping Environment, Web atmospherics
Subjects:	H Social Sciences > HF Commerce
Faculty / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Department of Marketing, Events & Tourism
Last Modified:	10 Apr 2018 14:21
URI:	http://gala.gre.ac.uk/id/eprint/19532

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