An exploratory study to understand online consumers' experiential responses towards fashion visual content

Jenny Cheung, Delia Vazquez

    Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

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    The purpose of this study is to explore online consumers' experiential response towards visual user-generated content in online shopping environments for fashion online shopping. The Stimulus-Organism-Response (S-O-R) framework has been widely used online shopping environment studies to examine the effect of website attributes on online shoppers' internal affective and cognitive states, and shopping behaviour (Kawaf & Tagg, 2012). Recent literature in the field proposes a more holistic model of online experiences (e.g., Pentina, Amialchuk, & Taylor, 2011) which is conceptualise to mediate the relationship between website attributes and behavioural responses. Consumer experience is regarded a critical concept in consumer behaviour and marketing in order to understand consumers and create competitive advantage in online retailing (Schmitt, 2010). Building on existing online shopping environment research, the study conceptualises online experiences for fashion online. The exploratory study investigates online consumers' experiential responses (aesthetics, relational, emotional, Flow experience and interactivity) towards user-generated photographs of fashion outfits created by community members of an online social shopping community, ASOS Fashion Finder. 12 photo-elicited interviews (PEI) with female online shoppers of ASOS, aged 18-25, were conducted. The results of the study present initial insights to understanding the experiential states of fashion online consumers for retail marketing.
    Original languageEnglish
    Title of host publicationThe Magic in Marketing
    Place of PublicationUniversity of Limerick
    PublisherAcademy of Marketing
    Publication statusPublished - Jul 2015
    EventAcademy of Marketing Conference - University of Limerick, Limerick, Ireland
    Duration: 7 Jul 20159 Jul 2015


    ConferenceAcademy of Marketing Conference


    • Online shopping environments, experiential response, customer experience, fashion, aesthetics, relational, emotions, user-generated content,


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