Preliminary Evidence for the Psychophysiological Effects of a Technological Atmosphere in E-Commerce

As information and communication technologies (ICTs) become more advanced, consumers are able to experienceretailing activities such as searching for products and services in online retail shops and for Internet-exclusivebranded contents. Specifically, fashion retailers are facing the need to develop more novel experiential design thanone another to maximize customers’ experience in Internet websites and secure sustainable competency. Confirmingmethods of organic integration of experiential and visual features of both online and mobile channels is an importantaspect of the study of extended consumers’ interfaces of retail channels. Mehrabian and Russell’s stimulusorganism-response (S-O-R) paradigm and Sugiyama and Andree’s attention, interest, search, action, and share(AISAS) model were used for this research. Specifically, the present study considered the effect of e-commercewebsite features on consumers’ emotional reactions (pleasure and arousal) and the consequent impact on onlineconsumer behaviors (search, action, and share). Hence, plus the self-reported survey methods, each subject’spsychophysiological indicators (i.e., pleasure and arousal) were measured to obtain more objective and reliabledata and to redeem the results of the self-reported survey. Findings revealed the implications of the e-commercewebsite feature by comprehending the S-O-R paradigm and AISAS model and extending the understanding ofthe role of variables associated with comprehended frameworks based on psychophysiological data.