ARTICLE IN PRESS

0969-6989/$ - se

doi:10.1016/j.jre

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(A.M. Fiore), l

Journal of Retailing and Consumer Services 14 (2007) 95–107

www.elsevier.com/locate/jretconser

Influences of online store perception, shopping enjoyment, andshopping involvement on consumer patronage behavior towards an

online retailer$

Jihyun Kima,�, Ann Marie Fioreb, Hyun-Hwa Leec

aVirginia Polytechnic Institute and State University, 111 Wallace Hall, Blacksburg, VA 24061, USAbIowa State University, 1062 LeBaron Hall, Ames, IA 50011, USA

cBowling Green State University, 206 Johnston Hall, Bowling Green, OH 43403, USA

Abstract

Online apparel retailers have adopted various types of image interactivity technology (IIT), such as close-up pictures or zoom-in

functions, mix-and-match functions, and 3D virtual models to enhance consumers’ online shopping experience. The purpose of the

present study was to examine the influence of level of IIT on consumer perception of online retail environment, shopping enjoyment,

shopping involvement, a desire to stay, and patronage intention. Significant structural relationships between these research variables

were found, supporting a pleasure-oriented conceptual model of consumer patronage behavior in the online retailing environment.

Theoretical and managerial implications are discussed.

r 2006 Elsevier Ltd. All rights reserved.

Keywords: Interactivity; Virtual model; Online retailer; Shopping enjoyment; Patronage behavior

1. Introduction

Even though online sales still represent a small segmentof overall retail sales, online sales are growing rapidly(DesMarteau, 2004). US Department of Commerce re-ported that the e-commerce sales estimate in the thirdquarter of 2005 increased 26.7% from the third quarter of2004 and 2.7% from the second quarter of 2005 (Quarterlyretail e-commerce sales, 2005). Apparel became the secondlargest online product category with $6 billion in sales in2003, which is doubled from the sales in 2001 (UnitedStates Department of Commerce, 2003, 2005). Online salesof apparel grew by 54% in 2003, eclipsing the growth ratesof online stalwarts such as books, music, videos, software,and hardware (Marlin, 2004). Hence, with apparel salesburgeoning, understanding the impact of image interactiv-

e front matter r 2006 Elsevier Ltd. All rights reserved.

tconser.2006.05.001

ch was partially funded by Iowa State University’s College

Consumer Sciences Research Incentive Grant.

ing author. Tel.: +1540 231 6177; fax: +1 540 231 1697.

esses: jhkim@vt.edu (J. Kim), amfiore@iastate.edu

eeh@bgnet.bgsu.edu (H.-H. Lee).

ity technology (IIT) on an apparel firm takes on moresignificance.Steuer (1992) defined interactivity as the ‘‘extent to which

users can participate in modifying the form and content of amediated environment in real time (p. 84).’’ Interactivity of aWeb site may offer a wide range of benefits to customers andmarketers including facilitated communications, customiza-tion of presented information, image manipulation, andentertainment (Fiore et al., 2005a). Moreover, the interactivenature of Web sites has been credited with positively affectingconsumer responses, including increasing the desire to browseand purchase online (Fiore and Jin, 2003; Fiore et al.,2005a, b; Gehrke and Turban, 1999; Lee et al., in press;Mathwick, 2002). In the present study we focus on one aspectof IIT employed by Internet apparel retailers, the 3D virtualmodel, which provides the ability to manipulate presentationof an apparel product or combinations of products on avirtually created body on a Web site. This IIT method allowsthe viewer/shopper to view the garments from various anglesor distances (Fiore and Jin, 2003).IIT offers an innovative way to present the pro-

duct, articulate product attributes, and simulate product

ARTICLE IN PRESSJ. Kim et al. / Journal of Retailing and Consumer Services 14 (2007) 95–10796

experience in a virtual world. The level of interactivityoffered by IIT varies by technology used. A single 2Dpictorial image of the product that is clicked to enlarge theimage provides the user with a low level of interactivity,whereas a mix-and-match feature or zoom-in function,which allows the user more control over the manipulationof the product image, offers a higher level of interactivity.A relatively new form of IIT, 3D virtual model technology,offers an even higher level of interactivity. This form of IITallows the customer to view a combination of products onthe body and from different angles and distances.

Research shows that 3D virtual product presentationsprovide a stimulating experience due to vivid sensoryinformation and the psychological sensation of beingpresent in the online environment (Li et al., 2001). Theability to simulate trying the product on one’s body using a3D virtual model may also be an important interactivefeature for apparel Web sites because consumers frequentlystate the inability to try on the product leads to hesitationto purchase apparel online (Abend, 2001). According toSam Taylor, vice president of e-commerce for Lands’ End,virtual model technology used on Landsend.com contrib-uted to a 34% increase in conversion rate of shoppers tobuyers and more apparel purchases (DesMarteau, 2004).Various apparel retailers have adopted this virtual modeltechnology to enhance the online shopping experience.Currently, Lands’ End, Sears, L.L. Bean, Adidas, Speedo,H&M, and iVillage utilize My Virtual ModelTM technol-ogy on their Web sites (Go shopping, 2005). For example,one of the largest online apparel retailers, Lands’ End,claimed that the updated version of My Virtual ModelTM

that allows customers to use their specific body measure-ments when creating the virtual model makes shopping for

Level ofImage

InteractivityTechnology

(IIT)

Online Store Perception

Online Sh

Involvem

H1-a (+)

H

H2-a(+)

Online ShEnjoym

H(

H

H1-b(+)

H1-c(+)

H2-b (+)

(

Fig. 1. A theoretical model predicting

Lands’ End apparel online even easier and more accurateby providing size recommendations (Lands’ End, 2004).Researchers found that simple technologies providinginteractivity have positive effects on consumer responses(Klein, 2003; Schlosser, 2003). However, the presentresearchers propose advanced IIT, providing a higher levelof image interactivity, will promote more positive con-sumer responses than does lower level IIT. Hence, thepresent study will compare the relative effect of level of IIT,with virtual model technology (described above) as a highlevel of IIT and enlargement of front views of products as alow level of IIT, on approach responses (e.g., desire to stay,patronage intention to an online retailer). In the nextsection we will discuss relationships among researchvariables and propose a conceptual model. Fig. 1 displaysthe proposed conceptual model of online patronagebehavior suggesting relationships among research con-structs.

2. Conceptual background

2.1. Effects of IIT on shopping enjoyment, store

environment, shopping involvement, and approach responses

In line with the stimulus–organism–response (S–O–R)model, which poses that the environment (S) influences anindividual’s affective and cognitive experiences (O) thatmediate approach/avoidance responses (R; e.g., desire tostay) towards the environment (Bitner, 1992; Donovan andRossiter, 1982; Mehrabian and Russell, 1974), IIT of aretail Web site may influence cognitions and affect thathave an impact on approach responses. In particular, theuse of IIT features on a Web site may signal a change from

Desire to Stay at anOnline Store

opping

ent

Patronage Intentiontowards an online

store

1-e

H4-a

H5H3-b

H3-a(+)

opping ent

1-d +)

2-c (+)

+)

(+)

(+) (+)

H4-b(+)

online retailer patronage behavior.

ARTICLE IN PRESSJ. Kim et al. / Journal of Retailing and Consumer Services 14 (2007) 95–107 97

a myopic focus on the needs-driven, rational consumer toinclude one who seeks (hedonic) experiential aspects ofconsumption, which consist of sensory pleasure, satisfyingemotional experiences, mental play, and fantasies accord-ing to Hirschman and Holbrook (1982). Mental play andfantasies may generate an emotional (affective) experience(Fiore and Yu, 2001); in the present case affectiveexperience is generated during mental play when coordi-nating product images using the IIT feature. The affectiveexperience involved in the consumption process may beeffectively represented by two dimensions, arousal andpleasure (Donovan and Rossiter, 1982; Holbrook, 1986;Mehrabian and Russell, 1974). Arousal refers to the degreeto which one feels stimulated, excited, or alert in thesituation, whereas pleasure is the evaluative dimension ofaffect referring to the degree to which one feels good,happy, or satisfied (Mehrabian and Russell, 1974).

The process of trying garments on a 3D virtual modelmay provide both affective experience dimensions. Creat-ing attractive, novel, or complex ensembles to one’s likingmay generate arousal and pleasure. Reflecting on theseminal work of Berlyne (1971), Fiore et al. (2005a)proposed the created ensembles offer order, novelty, andcomplexity of aesthetic elements, which lead to stimulationand positive affective responses. Novelty of new IIT,similar to novelty of mass customization technology (Fioreet al., 2004), may also result in emotional arousal andpleasure. A recent study also found a direct effect ofenvironmental cues (e.g., high or low task relevantinformation) from an online shopping Web site onconsumer affective response (e.g., pleasure) (Eroglu et al.,2003). Moreover, interactivity of a Web site, in general, isseen as offering utilitarian benefits of saving time/effort,reducing risk, and increasing likelihood of finding asuperior alternative (Klein, 1998) and hedonic benefit ofenjoyment (Koufaris et al., 2001–2002). Li et al. (2001)noted that participants reported enjoyment from usingadvanced IIT to interact with the products. Lee et al. (inpress) investigated the effects of level of IIT in the onlineretailing environment on components of the technologyacceptance model and found a significant positive effect oflevel of IIT on consumer perceptions of online shoppingenjoyment. Therefore, we propose:

H1a. There is a positive relationship between level of IITand online shopping enjoyment.

Recently, Fiore and Jin (2003) provided empiricalevidence that more advanced IIT, a mix-and-match feature,enhanced consumers’ global attitude towards an onlineretailer. Global attitude is an overall evaluation of theobject, such as evaluation of the online store environment.Because a 3D virtual model provides customers with moreenhanced indirect experience with the product than does thesimple 2D enlarged photos of the product (Li et al., 2003),customers may evaluate the online store offering higher IITmore positively than the online store offering simpler orlower IIT. In addition, more user control of examining the

garments allowed by a 3D virtual model (e.g., rotation ofthe model to see the views from multiple angles) may alsolead to the more positive evaluation of the online storeenvironment. Therefore, we propose:

H1b. There is a positive relationship between level of IITand perception of the online store.

According to Yuille and Catchpole (1977), the inter-active and vivid nature of presentation of products oradvertisements may evoke mental imagery drawing on pastideas, feelings and sensations. Fiore and Jin (2003)proposed that IIT of apparel retailers, such as a mix-and-match feature and virtual model feature, provides con-sumers with more information about the product, whichevokes a sense of control, enjoyment, and involvement.Fiore and Jin (2003) indicted that these IIT featuresprovide more of the visual sensory information (e.g., howproducts look together) and behaviors (e.g., checking theside and back views of the product on the body) foundwhen shopping for the actual product. These researchersexplained that involvement (perceived relevance to theconsumer) may be enhanced because the product can beevaluated in relationship to products the consumer alreadyowns or on a body form similar to the consumer’s. Liet al.’s (2001) qualitative study supports that 3D virtualproduct presentations result in consumption experiencescharacterized as offering rich product information andgenerating involvement along with control and enjoyment.Therefore, we propose:

H1c. There is a positive relationship between the level ofIIT and involvement in the online shopping experience.

Environmental psychologists suggest that individualsreact to places with two general forms of behaviors:approach and avoidance (Mehrabian and Russell, 1974).Approach behaviors are positive behaviors directed at aparticular place, such as a desire to stay, explore andaffiliate with the environment (Mehrabian and Russell,1974). On the other hand, avoidance behaviors reflect theopposite, such as a desire not to stay, explore and affiliatewith the environment. Donovan and Rossiter (1982) foundthat consumers’ approach behaviors such as returning tothe store, spending money, time spent browsing, andexploration of the store were influenced by their percep-tions of the retail store environment.In terms of the online retail environment, the interactive

nature of Web sites has been credited with enhancingattitude toward the online store, desire to browse or returnto the Web site, and online purchasing (Gehrke andTurban, 1999; Hartnett, 2000; Li et al., 2001). Shih (1998)posited that when the Web site provides high interactivity,visitors would spend more time on the site and makerepeated visits to the site. Fiore and Jin (2003) found thatthe addition of advanced IIT, in the form of a mix-and-match feature of the online store, affected the likelihood ofspending more time than planned shopping on the site.Because a high level of IIT allows shoppers to modify the

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product presentation and/or environment, shoppers mayhave more desire to stay at the site than if it did not containsuch technology. Li et al. (2001) showed that consumershad more positive approach responses (i.e., attitude andpurchase intentions) when they were exposed to 3Dvisualizations of bedding, as compared to 2D graphics ofthe product. Because shoppers engage more with a productpresentation using a higher level of IIT than a lower levelof IIT, they may experience a high level of the desire to stayat the online retail site. Therefore, we propose:

H1d. There is a positive relationship between the level ofIIT and desire to stay on a retail Web site.

Interactive features of a Web site motivate shoppers orbrowsers to revisit the Web site (Joines et al., 2003; Kolsarand Galbraith, 2000). Moreover, the 3D virtual model hasbeen reported by developers and retailers to attractcustomers, increase sales, and decrease returns (New datafrom lands’ end shows value of My Virtual ModelTM

technology, 2001; Waxer, 2001). Virtual model technologymay help convert online non-shoppers into online shoppers(Li et al., 1999; Swinyard and Smith, 2003). Researchersinvestigated the influence of various IITs, a mix-and-matchfeature (Fiore and Jin, 2003) and a 3D virtual model (Fioreet al., 2005b), on consumer response towards Internetapparel retailers. Both studies showed that the technologyincreased the participants’ willingness to return to theonline store, purchase from the online store, and thelikelihood of patronizing the retailer’s bricks-and-mortarstore. Therefore, we propose:

H1e. There is a positive relationship between the level ofIIT and patronage intention towards a retail Web site.

2.2. Effects of online store environment on shopping

enjoyment, involvement, and desire to stay

A positive link between store environment and con-sumers’ affective states of pleasure and arousal have beenempirically supported (e.g., Babin et al., 1994; Baker et al.,1992; Sherman et al., 1997). For instance, Kim and Jin(2001) found a positive relationship between discount storeattributes (e.g., neatness/spaciousness) and shopping ex-citement. Similarly, Yoo et al. (1998) found that con-sumers’ emotional responses were induced by the storeenvironment. In terms of online retailing, Dailey andHeath (1999) found that Web site atmospherics signifi-cantly influence shoppers’ behavioral intentions throughaltering consumer affect, especially pleasure. More recentonline atmospherics research demonstrated that there is apositive relationship between the design of Web site (i.e.,store environment perception in the present study) andpleasure experienced by online shoppers of apparelproducts (Mummalaneni, 2005). Moreover, online storelayout producing easy navigation (i.e., part of storeenvironment perception in the present study) leads to ahigher level of online entertainment (Vrechopoulos et al.,

2004). Consumer shopping enjoyment culminates frompleasure and excitement triggered by the store environ-ment. Therefore, we expect that a positive relationshipbetween store environment perception and shoppingenjoyment will occur in bricks-and-mortar retail settingsas well as online shopping environments.Research shows that a pleasing store environment

enhances a shopper’s engagement in the shopping activity(Swinyard, 1993). In a positive and appealing storeenvironment, consumers may be less distracted duringtheir shopping activities. In this situation, consumers maybe more involved in and focus on their shoppingexperience, compared to consumers in negative andunappealing store environments. Novak et al. (2000)found a positive influence of Web site characteristicson the cognitive (i.e., involvement) and emotional statesof the consumer while shopping online. Therefore, wepropose:

H2a. There are positive relationships between the onlinestore perception and online shopping enjoyment.

H2b. There are positive relationships between the onlinestore perception and involvement in the online shoppingexperience.

Bitner (1992) conceptualized a positive associationbetween ‘‘servicescapes’’ (built environment where serviceis provided) and approach behavior (e.g., desire to stay).Hui and Bateson (1991) found perceptions of the physicalstore environment influence approach–avoidance behavior.In addition, pleasing sensory qualities of store designpositively affected shoppers’ behavioral intentions (e.g.,willingness to stay longer, purchase intentions) (Donovanand Rossiter, 1982; Fiore et al., 2000; Mattila and Wirtz,2001; Yalch and Sprangenberg, 1990).Research shows that online store environments (e.g.,

online atmospherics) influence the shopper’s attitude,satisfaction, and approach/avoidance behaviors towardsthe online retailer, mediated by emotions (Eroglu et al.,2003). According to Eroglu et al. (2003), a positive orpleasing online store environment results in higherconsumer pleasure and arousal, ultimately leading toapproach responses towards the online retailer. Anotheronline atmospherics study showed a positive linkagebetween Web site quality and shoppers’ behavioralintentions (i.e., return to the site) (Lynch et al., 2002).Richard (2005) also found that navigational characteristicsof the Web site are positively related to visitor’s explora-tory behaviors on the site. Thus, consumers may have moredesire to stay when the online retailer has more pleasingatmospherics. We propose:

H2c. There is a positive relationship between the onlinestore perception and desire to stay on a retail Web site.

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2.3. Effect of shopping enjoyment on desire to stay and

patronage intention towards the online retailer site

Understanding consumer’s desire to stay on a retailersite is important because the longer individuals stay in aretail environment, the more they are likely to spend(Donovan et al., 1994). The quality of the shoppingexperience has been found to have a significant effect onshopping intentions (Swinyard, 1993). Researchers foundthat consumers’ positive affective states are positivelyrelated to not only their purchase behavior (Babin andDarden, 1996; Isen, 1987) but other approach responses aswell (Babin et al., 2004; Donovan and Rossiter, 1982;Mehrabian and Russell, 1974). Affect created by the storeenvironment influenced unplanned time spent in the storeand unplanned purchasing (Donovan et al., 1994) andactual time (Forsythe and Bailey, 1996) and moneyspending at the store (Babin et al., 1994). Recent studiesprovide evidence that pleasure experienced from onlineshopping has a direct effect on approach responses towardsonline shopping (Eroglu et al., 2003; Fiore et al., 2005a;Menon and Kahn, 2002). Therefore, we hypothesize:

H3a. There is a positive relationship between shoppingenjoyment and desire to stay on a retail Web site.

Numerous studies support a positive linkage betweenaffect and patronage intention towards the retailer (Bitner,1992, Donovan and Rossiter, 1982; Donovan et al., 1994).Wakefield and Baker (1998) found a positive relationshipbetween excitement and patronage intention towards amall. Kim and Jin (2001) also found that shoppingexcitement at discount stores positively influenced patron-age intention. Recent empirical evidence (Eroglu et al.,2003; Menon and Kahn, 2002) illustrates the mediatingeffect of emotion (e.g., pleasure) created by Web site designon approach responses towards online shopping. Menonand Kahn (2002) found that consumers who experiencedhigher levels of pleasure from the Internet site exhibitedhigher levels of approach responses towards the site,including store patronage (revisit) intentions. In addition,Koufaris et al. (2001–2002) concluded that enjoyment fromproduct search functions influenced new Web customers toreturn to the site. Therefore, we propose:

H3b. There is a positive relationship between shoppingenjoyment and patronage intention towards a retail Website.

2.4. Effects of shopping involvement on approach responses

Finn et al. (1994) found that involved consumers arelikely to stay longer at the retail store. Wakefield and Baker(1998) found a positive relationship between involvementand approach behavior towards a mall. Consumers whowere more interested in shopping were inclined to spendmore time shopping and to return to the mall morefrequently than those who were less interested in shopping

(Wakefield and Baker, 1998). In another study, Griffithet al. (2001) reported that the interface design of an onlineretailer’s Web site, which created a vivid experience (i.e.,sensory and behavioral experience similar to that with theactual product), affected consumer involvement with theonline shopping. In turn, online shopping involvementpositively influenced approach responses towards theproduct. Shoppers who are highly involved with a Website are more willing to search for information on the site,to explore new stimuli (Balabanis and Reynolds, 2001), andmore likely to purchase products online than others (Kwaket al., 2002). More recent Internet atmospherics researchshowed that surfers who had high involvement with theWeb site had high purchase intentions on that site(Richard, 2005). We expect that when consumers arehighly involved in the shopping process, they will have adesire to stay longer and patronage to the online retailer.Therefore, we propose:

H4a. There is a positive relationship between involvementin the online shopping experience and desire to stay on aretail Web site.

H4b. There is a positive relationship between involvementin the online shopping experience and patronage intentiontowards a retail Web site.

Customer loyalty and patronage towards a retailer arekeys for the success of the online retailing (Harris andGoode, 2004). When consumers experience the enjoymentof shopping and, in turn, have a desire to stay longer on aretail Web site, they may be more likely to patronize(revisit) the online retailer to repeat the enjoyable shoppingexperience. Wakefield and Baker (1998) provided empiricalsupport for the positive relationship between desire to stayand patronage intention towards a mall. As found in thebricks-and-mortar retail environment, we expect to see apositive relationship between desire to stay and patronageintention towards a retail Web site. Therefore, wehypothesize:

H5. There is a positive relationship between desire to stayand patronage intention towards a retail Web site.

3. Research method

3.1. Sample

We obtained a total of 206 usable responses fromparticipants for testing the hypotheses. They represented avariety of undergraduate majors recruited from variouscourses at a large university in the Midwest of the UnitedStates. Instructors of these courses gave respondents extracredit points for participating. Respondents also had achance to win one of two $25 gift certificates. About 44%of responses were from the College of Family andConsumer Sciences and about 26% were from the Collegeof Business. Seventy-four percent were female and 95%were between the ages of 18–25 years. The majority of

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respondents were Caucasian (83.3%), followed by AsianAmerican (6.2%), and African American (3.8%). Allparticipants met the requirement of having previousexperience with the Internet. A majority (85%) reportedusing the Internet for gaining product information beforepurchasing a product; moreover, 73.8% reported using theInternet to purchase products. Participants had no priorexperience with the IIT feature of the Web site used as thestimulus.

3.2. Stimuli

We used two stimulus Web sites for this study, differingonly in level of image interactivity technology. Onestimulus (low IIT level) included a common IIT featureof apparel retailer Web sites (i.e., thumbnail pictures thatopen to enlarged product images when clicked), whereasthe other stimulus (high IIT level) also included a virtualmodel for trying on various product combinations. TheImaginariX.com site itself was used for the high inter-activity treatment. For the low IIT treatment, the presentresearchers and a Web programmer created a Web site bycopying Web page design, product information, graphics(thumbnails and enlarged images of products), andnavigational tools from ImaginariX.com. It was necessaryto create this low IIT stimulus site, because Imaginar-iX.com required users to examine product images on amodel before seeing an enlarged image of the product andproduct information.

Based on the following reasons, we determined thatwww.imaginariX.com would make the best stimulus sitefor the sample. ImaginariX.com was not a well-knownbrand. Therefore, prior attitude towards the Web sitewould not be confounded by established attitude towardsthe brand (Balabanis and Reynolds, 2001). ImaginariX.com offered a wide variety of products similar in style tothose currently worn by college-aged men and women andoffered a virtual model feature for both men’s and women’sproducts. A pretest using ten undergraduate subjectresponses towards ImaginariX.com products (i.e., collegestudents would like [M ¼ 3:7=4:0] and would wear[M ¼ 3:7=4:0]) confirmed the appropriateness of the styleson the stimulus sites for college-aged respondents. Forboth treatment levels, female subjects limited their exam-ination to 25 products under the Sunday Afternooncollection and male subjects limited their examination to19 products under the Sunday Afternoon and WeekendWear collections.

ImaginariX.com offered a limited number of modelswithin their virtual model feature; the user could tryproducts on any of four generic female models of variousbody shapes and skin colors and one white male model.The perceived ages of the generic models used for the IITfeature were similar to the average age of the presentsample according to pretest subjects. More advanced IITfeatures from other online apparel merchants (e.g., HomeShopping Network, Lands’ End, Lane Bryant) that

allowed manipulation of size and skin and hair color ofthe model were eliminated as stimuli because the age oftheir target markets did not coincide with the age of thepresent sample. The generic virtual models may also be thefirst tried by consumers, because developing ones’ ownpersonalized model takes considerable time. Other siteswere eliminated because their IIT feature worked with asmall number of products. We see the present study as astep in a research program that examines increasingly moreadvanced IIT features on apparel Web sites and determinesthe effects of these features on approach responses.

3.3. Instrument

The general instructions for the subjects included astatement that the ‘‘study is looking at consumers’evaluation of an apparel retailers’ Web site’’. Beforesubjects were exposed to the treatment they completedthree items to assure experience with the Internet and toassess use of the Internet to gather product informationand for purchasing products. We used nine-point Likert-type scales (1: ‘‘strongly disagree’’ to 9: ‘‘strongly agree’’)to measure the concepts in the study.To measure the online store perception variable, we

modified three design and two layout items used byWakefield and Baker (1998) to suit the online retailingcontext (see Table 1). For example, two of design itemsread, ‘‘the online retailer’s Web site has an attractivecharacter’’ and ‘‘the color schemes of this online retailer areattractive’’ and one of the layout items reads, ‘‘overall, thelayout of this online retailer makes it easy to navigate thissite.’’ We used six items to measure online shopping

enjoyment and five items to measure online shopping

involvement, both adopted from the Personal Involvementscale developed by Zaichkowsky (1985). To assess desire to

stay at an online store and subject’s patronage intention

towards an online store, we modified items from Wakefieldand Baker (1998) and Fiore and Jin (2003) scales. We alsoincluded items to gather demographic information (e.g.,age range, gender, major).

3.4. Experimental procedure

Two graduate assistants pilot tested the instrument andprocedure to ensure clarity of item wording and instruc-tions, to determine time needed to sufficiently explore theproducts and IIT feature, and to test for potentialcomputer/network problems. The pilot test data were notused for hypothesis testing.We randomly assigned subjects to one of the two Web

site treatments run sequentially in a college computer lab toavoid awareness of the differences in treatments and toensure consistent Internet connection speeds, timed ex-posure to the site, and the use of the same browser(Internet Explorer version 6.0). Trained research assistantsdistributed questionnaires along with text and pictorialinstruction sheets for navigation tools of the Web site

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Table 1

Factor analysis results for model constructs

Variables Factor items Loading

Online store perception The online retailer’s Web site has an attractive character .79

The color schemes of this online retailer are attractive .84

The overall design of this online retailer is interesting .87

The layout of this online retailer makes it easy to browse for the product you want .81

Overall, the layout of this online retailer makes it easy to navigate this site .69

Percent of variance explained ¼ 64.2

Cronbach’s a ¼ 0.86

Online shopping enjoyment If I were actually shopping for clothing online, this Web site would create a

shopping experience that wouldy

Be entertaining .93

Be enjoyable .97

Be interesting .97

Be fun .97

Be exciting .96

Be appealing .90

Percent of variance explained ¼ 90.4

Cronbach’s a ¼ 0.98

Online shopping involvement If I were actually shopping for clothing online, this Web site would create a

shopping experience that wouldy

Be important .89

Be of concern to me .88

Be relevant .92

Mean a lot to me .91

Matter to me .94

Percent of variance explained ¼ 82.5

Cronbach’s a ¼ 0.95

Desire to stay at an online store I would like to stay at this online store as long as possible .91

I enjoyed spending time at this online store

I would probably spend more time shopping on this retailer’s .92

Web site than I planned .89

Percent of variance explained ¼ 82.2

Cronbach’s a ¼ 0.89

Patronage intention towards an online store I would visit this online retailer again .93

In the future, I would very probably shop at this online retailer .94

I would patronize this online store of this retailer .84

Percent of variance explained ¼ 81.5

Cronbach’s a ¼ 0.88

J. Kim et al. / Journal of Retailing and Consumer Services 14 (2007) 95–107 101

treatments. Subjects were free to examine any garmentswithin the specific product collections of the stimulus Website identified above. Because level of exposure to astimulus can affect evaluation, with an increase in exposureleading to more positive responses towards the stimulus(Zajonc, 2001), the assistant limited exposure for eachtreatment to 5min. Then subjects completed the remainderof the questionnaire including responses towards the onlineretailer. Data collection took place over a 4-week period toensure students would be able to find an available time toparticipate.

4. Results

The theoretical model consists of one exogenous variable(level of IIT) and five endogenous constructs (online store

environment, shopping enjoyment, shopping involvement,desire to stay, and patronage intention to an onlineretailer). Descriptive statistics and correlations amongconstructs for the model are presented in Table 2.

4.1. Preliminary analysis

Construct validity was assessed with the use of factoranalysis (Cronbach and Meehl, 1955). Exploratory factoranalysis using varimax rotation was conducted to deter-mine whether multiple indicators for each research variablecomprised one factor dimension. Factor loading above .55(Nunnally, 1967) and not higher than .30 on other factors(Kline, 1998) were considered evidence for constructvalidity. Cronbach’s a scores assessing internal consistencyof all research constructs were above .85 indicating good

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Table 2

Descriptive statistics and correlation matrix of model constructs

Model constructs Mean SD Correlations

1 2 3 4 5 6

Level of IIT 1.52 .50 1

Online store perceptiona 6.04 2.09 .23�� 1

Online shopping enjoymenta 6.45 1.56 .47�� .48�� 1

Online shopping involvementa 5.80 1.93 .31�� .49�� .79�� 1

Desire to stay at an online storea 5.95 2.34 .45�� .67�� .67�� .64�� 1

Patronage intention towards an online storea 4.82 2.15 .29�� .62�� .58�� .63�� .86�� 1

��po.01.aIndicates use of nine-point scale.

J. Kim et al. / Journal of Retailing and Consumer Services 14 (2007) 95–107102

reliabilities of measures (see Table 1). Means of summatedmultiple item variables were used as research variables forhypotheses testing.

4.2. Causal model analysis: hypothesis and model testing

The analysis of the causal model was conducted by amaximum-likelihood estimation procedure using Analysisof Moment Structures (AMOS) version 4.0. To assess themodel fit, a w2 statistic, goodness-of-fit index (GFI),adjusted goodness-of-fit index (AGFI), and root-mean-squared-residual (RMSR) were used. The w2 test assessesthe adequacy of a hypothesized model to reflect varianceand covariance of the data. We used Kline’s (1998) criteriaas an indicator of good model fit to the data (GFI4.95,AGFI4.90, RMSRo.10). For the statistical significanceof parameter estimates t-values were used.

The results of causal model analysis obtained for theproposed conceptual model revealed a w2 of 1.11 with 1degree-of-freedom (p ¼ :29). The GFI was .99; AGFI of.96; and RMSR was .006. The fit indices revealed that thehypothesized model fit the data very well. Fig. 2 displaysthe results of the causal model analysis, includingsignificant standardized path coefficients and t-values foreach relationship as well as squared multiple correlations(R2) for each endogenous construct.

All hypotheses except one were supported. Hypotheses1a through 1e examined the effects of the experimentaltreatment (level of IIT) on shopping enjoyment, storeenvironment perception, shopping involvement and ap-proach responses. We expected to see significant differencesin all endogenous variables due to the difference betweentwo treatment stimuli—high and low IIT provided by theretail Web site. Results showed that level of imageinteractivity had a significant positive effect on shoppingenjoyment (H1a: g11 ¼ :38, po:001), store environment(H1b: g21 ¼ :23, po:001), shopping involvement (H1c:g31 ¼ :21, po:001), desire to stay (H1d: g41 ¼ :19, po:001),and patronage intention (H1e: g51 ¼ :11, po:01).

Hypothesis 2a–c examined the effect of online storeperception on shopping enjoyment, shopping involvement,and desire to stay. As we hypothesized, consumer percep-

tion of online store environment exhibited a positiveimpact on shopping enjoyment (H2a: b12 ¼ :39, po:001)and shopping involvement (H2b: b32 ¼ :44, po:001). Inaddition, the proposed positive influence of online storeenvironment on the desire to stay at the site (H2c) receivedsupport (b42 ¼ :43, po:001).Hypothesis 3a–4b proposed that shopping enjoyment

and shopping involvement positively predict approachresponses towards an online retailer. Results revealed thatthe proposed positive relationships between enjoyment andthe desire to stay (H3a: b41 ¼ :20, po:01), shoppinginvolvement and the desire to stay (H4a: b43 ¼ :21,po:01), and shopping involvement and patronage inten-tion (H4b: b53 ¼ :18, po:01) received support, whereas apositive relationship between enjoyment and patronageintention did not receive support (H3b: b51 ¼ :07,p ¼ :257). Finally, Hypothesis 5, proposing a positiverelationship between the desire to stay and patronageintention, received support (H5: b54 ¼ :84, po:001).

4.3. Decomposition of effects

To further assess the significance of direct, indirect, andtotal effects of predictor variables on dependent variables,a decomposition of effects analysis was conducted(Table 3). The level of IIT had significant indirect effectson shopping involvement, enjoyment, desire to stay andpatronage intention (po:05). The indirect effect of IIT onboth desire to stay and patronage intention towards a retailWeb site were significant (.26 and .18, respectively).Our proposed conceptual model explained a substantial

amount of variance for patronage intention (R2 ¼ :76) anddesire to stay (R2 ¼ :64) towards a retail Web site. Forpatronage intention, online store perception had thestrongest indirect effect (.56) followed by the level of imageinteractivity (.40), and desire to stay had the strongestdirect and total effect (.84). All predictor variables hadsignificant direct and/or indirect effects on patronageintention, except shopping enjoyment which did not havea significant direct effect on patronage intention (.07). Thissuggests that the effect of shopping enjoyment on patron-age intention might be mediated by the desire to stay. The

ARTICLE IN PRESS

Level of IIT

0.38 (6.68)

0.23 (3.35)

0.21 (3.51)

0.20 (2.78)

0.43 (8.87)

0.21 (3.11)

0.84 (17.55)

0.39 (6.91)

0.44 (7.24)

χ2(1) = 1.11; p = 0.29

GFI = 0.99 AGFI = 0.96 RFI = 0.98 RMSR = 0.006

0.18 (3.15)

0.19 (4.06)

0.11 (2.91)

Desire to Stay at an Online Store

Online Store Perception

Online Shopping Involvement

Patronage Intention towards an online

store

0.07 (1.13)

Online Shopping Enjoyment

R2= .36

R2 = .05

R2 = .28

R2 = .76

R2 = .64

Fig. 2. A final theoretical model of consumer online retailer patronage behavior. Notes: Standardized path estimates are reported with t-values in

parentheses. An insignificant path is indicated by a broken line.

Table 3

Examining indirect, direct, and total effects of predictor variables on involvement, enjoyment, desire to stay, and patronage intention

Predictor variables Online shopping enjoyment Online shopping involvement Desire to stay at an online

store

Patronage intention towards

an online store

Indirect

effect

Direct

effect

Total

effect

Indirect

effect

Direct

effect

Total

effect

Indirect

effect

Direct

effect

Total

effect

Indirect

effect

Direct

effect

Total

effect

Level of IIT .09� .38�� .47�� .10� .21�� .31� .26� .19�� .45� .18� .11�� .29�

Online store perception — .39� .39� — .44�� .44�� .17�� .43� .60� .56� — .56�

Online shopping

enjoyment

— .20� .20� .17� .07 .24�

Online shopping

involvement

— .21� .21� .18� .18� .36�

Desire to stay at an

online store

— .84�� .84��

R2 .28�� .36�� .64�� .76��

Notes: Standardized path estimates are reported.�po.05.��po.01.

J. Kim et al. / Journal of Retailing and Consumer Services 14 (2007) 95–107 103

significant indirect effect of shopping enjoyment onpatronage intention (.17) supported this possible explana-tion for this mediating effect of desire to stay betweenshopping enjoyment and patronage intention.

For the desire to stay on a retail Web site, the level of IIThad the strongest indirect effect (.26) and onlinestore perception had the strongest direct effect (.43).Shopping enjoyment and involvement also had significant

ARTICLE IN PRESSJ. Kim et al. / Journal of Retailing and Consumer Services 14 (2007) 95–107104

direct effects on desire to stay (.20 and .21, respectively).Online store perception and level of IIT had strongtotal effects on desire to stay (.60 and .45, respect-ively). Store environment perception had the strongesttotal effects for shopping involvement, enjoyment, desireto stay, and patronage intention in the conceptualmodel.

5. Discussion

5.1. Summary

IIT is one of the most visited Web site features, attractsnew customers, and retains existing customers for onlineretailers (New data from lands’ end shows value of MyVirtual ModelTM technology, 2001; Waxer, 2001). Empiri-cal research supports that a higher level of IIT enhancesapproach responses towards the online retailer or product(Fiore and Jin, 2003; Fiore et al., 2005a, b; Lee et al., inpress; Li et al., 2001; Shih, 1998; Wu, 1999). The findings ofthe present study add to this empirical support; levelof IIT had direct effects on approach responses towardsthe online retailer (e.g., desire to stay, patronage intentionto the online retailer). In line with research (Li et al.,2001) showing that shoppers engage more with theshopping experience when provided highly interactivemerchandise presentations, the results of the presentstudy show that respondents exposed to a higher levelof image interactivity, in the form of a 3D virtualmodel, expressed higher levels of shopping enjoyment,shopping involvement, and more positive online storeenvironment perceptions as compared to respondentsexposed to a lower level of image interactivity (i.e.,clicking to enlarge images), commonly used by onlineretailers.

The results also show that perception of an online storeenvironment (e.g., color, layout) had a strong direct effecton shopping enjoyment, shopping involvement, and desireto stay and strong indirect effect on patronage intentiontowards an online store. These results confirm previousempirical findings for bricks-and-mortar environmentsshowing that shopping enjoyment, engagement in theshopping activity, and approach responses are influencedby positive perceptions of store environment (Donovanand Rossiter, 1982; Swinyard, 1993).

Shopping enjoyment, created by level of IIT and storeenvironment perception, positively influenced the desire tostay on the Web site which is consistent with previousresearch (Eroglu et al., 2003; Fiore et al., 2005a; Forsytheand Bailey, 1996; Menon and Kahn, 2002). The results alsoillustrate that shopping involvement, created by the level ofIIT and store environment perception, had a positiveimpact on both desire to stay and patronage intentiontowards the retailer. These results confirmed previousfindings for involvement with a shopping mall context(Wakefield and Baker, 1998).

5.2. Contributions and implications

Previous studies examined IIT such as a mix-and-matchfeature for apparel products (Fiore and Jin, 2003; Li et al.,2003), a 3D rotation feature for viewing watches and a mix-and-match feature for bedding (Li et al., 2003). Only a fewempirical studies investigated 3D virtual models forapparel products (Fiore et al., 2005a, b; Lee et al., inpress). The present study expands the scope of empiricalstudies of the effect of this IIT on consumer behavior.Because assessment of apparel products is more intricateand requires more in-depth product examination beforepurchase (Eckman et al., 1990), as compared to examiningproducts such as books, the 3D virtual model (moreadvanced IIT) may provide detailed indirect but vividexperiences needed to assess apparel products online. Thisexperience may lead to a higher level of shoppingenjoyment and shopping involvement and in turn resultin a higher desire to stay and costumer patronage intentiontowards an online retail Web site. Our results support theseassertions. Therefore, we suggest that online retailersconsider adopting 3D virtual product presentation tech-nology as a way of attracting and retaining customers.The present study empirically tested application of the

shopping mall repatronage model (Wakefield and Baker,1998) to the online shopping environment and extended themodel by incorporating the concept of IIT as part of theenvironment. The shopping mall repatronage model entailspositive relationships between variables of store perceptions,shopping enjoyment, involvement, desire to stay andpatronage intention. Consumer patronage behavior wasalso found for the online shopping context. Direct andindirect effects of the store environment on creatingshopping enjoyment and desire to stay at the retailer werefound in the present study. In addition, the impact ofshopping involvement and desire to stay on patronageintention towards the retailer was confirmed. However, thepositive direct relationship between shopping enjoyment andpatronage intention proposed in the original mall patronagemodel was not confirmed in the present study. The findingsof the present study supported an indirect relationshipbetween shopping enjoyment and patronage intention.Results suggest the possibility of an indirect effect ofshopping enjoyment on patronage intention through desireto stay at the retailer. The online patronage behavior modelin the present study deserves further investigation.The findings of the present study yield important insights

and implications for online retailers and marketers. Onlineapparel retailers may adopt a higher level of IIT, such as a3D virtual model, to enhance virtual product examinationand improve consumer perceptions of the online storeenvironment, which may in turn affect enjoyment from andinvolvement with the online shopping process leading toapproach responses towards the online retailer. Experien-tial aspects of the 3D virtual model feature may attractmore customers to visit the online store and to browsemerchandise online, eventually increasing online sales.

ARTICLE IN PRESSJ. Kim et al. / Journal of Retailing and Consumer Services 14 (2007) 95–107 105

Li et al. (2003) found that 3D product presentationsoutperformed 2D pictorial presentations to enhanceperception of indirect (virtual) product experience online,which was also confirmed in the present study. Providingmore effective ways of examining attributes of products(e.g., zoom-in, multiple views of products on a virtualmodel), may lead consumers to become more involved inthe online shopping experience, resulting in a desire tostay and return to the site. Retailers carrying products,such as apparel, that requires careful examinationavailable through direct experience may deliver desiredproduct information to consumers through virtual modeltechnology.

5.3. Future research directions and study limitations

Previous empirical evidence supports the positive linkagebetween the perception of the online store environment andthe consumer satisfaction with service (Montoya-Weisset al., 2003). Future studies may explore relationshipsbetween consumer perceptions of the online shoppingenvironment, online shopping enjoyment, and consumersatisfaction with online service. Therefore, positive linkagesbetween perceptions of online store environment andshopping enjoyment and consumer satisfaction with onlineservice and more broadly, online shopping experience, mayexist.

Online store design affects consumer satisfaction withthe online shopping experience (Evanschitzky et al., 2004;Szymanski and Hise, 2000), similar to findings for thebricks-and-mortar environment (Mano and Oliver, 1993;Russell and Pratt, 1980). It is possible that enjoymentresulting from the online store environment may alsoinfluence satisfaction with online shopping experience.Future research may explore theoretical linkages betweenonline store environment, shopping enjoyment, and satis-faction. By incorporating the concept of shopping satisfac-tion, our proposed model can be expanded to examine therole of satisfaction in online patronage behavior.

Images used with 3D virtual model technology differ inlevel of photorealism. Shih (1998) posited that individualswould find online retailing environments to be moreinteractive when images of products were vivid andrealistic. Therefore, research comparing consumer re-sponses towards various forms of 3D virtual modeltechnology may be essential for online retailer looking toimplement these visual merchandising strategies.

Although previous literature supports the appropriate-ness of student subjects for model testing (Calder et al.,1981), the demographics of our sample limit externalvalidity. Our college-aged sample does not permit general-ization of our results to all Internet users who may not beas comfortable and involved with more advanced Internettechnology. Internet users with less experience may find IIT(particularly personalized virtual models) too complex andtime consuming, which may decrease enjoyment, desire tostay, and patronage intention.

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