Abstract
This study focuses on the complexity of atmospheric cues in online retailing. It tries to answer how context visual complexity of an online retailing Web site affects enjoyment of consumers. Furthermore, it asks whether other intervening variables (i.e., processing fluency and perceived control, self-construal) affect the relationship between visual complexity and enjoyment. The results indicate that an e-retailer Web site is evaluated as more enjoyable when presented in low visual complexity than high visual complexity. Also, mediating roles of processing fluency and perceived control are assured. Furthermore, the findings suggest that in low context visual complexity condition, the respondents with interdependent self-construal experience more perceived control compared to the ones with independent self-construal; in high context visual complexity condition, the respondents primed with independent self-construal experience more perceived control compared to the interdependent ones.
| Original language | English |
|---|---|
| Title of host publication | Developments in Marketing Science |
| Subtitle of host publication | Proceedings of the Academy of Marketing Science |
| Publisher | Springer Nature |
| Pages | 307-320 |
| Number of pages | 14 |
| DOIs | |
| Publication status | Published - 2019 |
Publication series
| Name | Developments in Marketing Science: Proceedings of the Academy of Marketing Science |
|---|---|
| ISSN (Print) | 2363-6165 |
| ISSN (Electronic) | 2363-6173 |
Bibliographical note
Publisher Copyright:© 2019, Academy of Marketing Science.
Keywords
- E-retailing
- Perceived control
- Processing fluency
- Self-control
- Visual complexity