Skip navigation

The role of web atmospherics and consumers emotions in online fashion shopping experiences

The role of web atmospherics and consumers emotions in online fashion shopping experiences

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.

[img]
Preview
PDF (Conferernce Presentation)
19532 KAWAF_The_Role of_Web_Atmospherics_and_Consumers_Emotions_2013.pdf - Published Version

Download (197kB) | Preview

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 / Department / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Last Modified: 10 Apr 2018 14:21
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
URI: http://gala.gre.ac.uk/id/eprint/19532

Actions (login required)

View Item View Item

Downloads

Downloads per month over past year

View more statistics