The Effects of Photo Decoration Cues on Online Consumers’ Affective Responses

Abstract

This study refines three decoration cues from the photos in the online grocery store which enable consumer to experience grocery with affective responses. Three cues on consumers’ affective perception, attitudes as well as behavioral intention were examined in a laboratory experiment. The experiment results show that (1) both reflective surface and complementary goods layout lead to visual appeal and shopping enjoyment; (2) contrast color usage positively impacts on visual appeal while does not significantly affect shopping enjoyment; (3) consumers’ affective responses positively impact attitudes toward product and store which in turn lead to purchase intention and store loyalty. Implications for research and practice are discussed.