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The Impact of Visual Stimuli on Online Shopper’s Emotion: Applying S-O-R Theory in Online Fashion Retail

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Listed:
  • Shahira Ariffin
  • Norsiah Ahmad
  • Nadhrathul Ain Ibrahim
  • Intan Syafinaz Mat Shafie
  • Nur Shahrulliza Muhammad
  • Norhusniyati Husin

Abstract

This study investigates the impact of visual stimuli on consumer emotions and purchase behaviour in online shopping environments, using the Pleasure, Arousal, and Dominance (P-A-D) model as a theoretical framework. It investigates how visual aspects, including website aesthetics, product photography, and design complexity, influence consumer pleasure, arousal, and dominance, ultimately influencing purchase intentions. Visually appealing and well-planned visual material makes consumers feel better, increasing engagement and the likelihood of purchasing. Furthermore, it discovers that increased arousal can lead to impulsive purchasing behaviours, yet a sense of power or control increases consumer confidence and satisfaction. The study emphasises the necessity of combining visual and experiential aspects to create immersive online buying experiences. Theoretical implications recommend a more in-depth analysis of the P-A-D model's applicability in e-commerce. In contrast, managerial implications assert visual design optimisation to improve consumer interactions and sales.

Suggested Citation

  • Shahira Ariffin & Norsiah Ahmad & Nadhrathul Ain Ibrahim & Intan Syafinaz Mat Shafie & Nur Shahrulliza Muhammad & Norhusniyati Husin, 2024. "The Impact of Visual Stimuli on Online Shopper’s Emotion: Applying S-O-R Theory in Online Fashion Retail," Information Management and Business Review, AMH International, vol. 16(3), pages 591-601.
    • Handle: RePEc:rnd:arimbr:v:16:y:2024:i:3:p:591-601
    DOI: 10.22610/imbr.v16i3S(I)a.4153
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    References listed on IDEAS

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    2. Laato, Samuli & Islam, A.K.M. Najmul & Farooq, Ali & Dhir, Amandeep, 2020. "Unusual purchasing behavior during the early stages of the COVID-19 pandemic: The stimulus-organism-response approach," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
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    4. Dina Mardhatilah & Azizah Omar & Ramayah Thurasamy & Rosa Prafitri Juniarti, 2023. "Digital Consumer Engagement: Examining the Impact of Audio and Visual Stimuli Exposure in Social Media," Information Management and Business Review, AMH International, vol. 15(4), pages 94-108.
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