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ISSN : 1738-3110

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Vol.19 No.12
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The Effects of Photo Decoration Cues on Online Consumers' Affective Responses in Distribution Science

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

The Journal of Distribution Science(JDS) / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2021, v.19 no.12, pp.71-81
https://doi.org/https://doi.org/10.15722/jds.19.12.202112.71
SHIHUI, Huang (Department of Foundational Courses. Shandong Institute of Commerce and Technology)
FENG, Zhou (Department of Information Technology. Shandong Institute of Commerce and Technology)
SHIHUI, Huang, & FENG, Zhou. (2021). The Effects of Photo Decoration Cues on Online Consumers' Affective Responses in Distribution Science. The Journal of Distribution Science(JDS), 19(12), 71-81, https://doi.org/https://doi.org/10.15722/jds.19.12.202112.71
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Abstract

Purpose: This study to seek to answer two research questions in distribution science: what photo decoration cues in online grocery stores could be identified? Could photo decoration cues significantly effect on the affective perception and behavioral intention of consumers? Research design, data, and methodology: his study conducted a laboratory experiment with a 2×2×2 factorial design to validate the proposed research model and test our proposed hypotheses. Research design, data and methodology: Two stages experiments were adopted in this study, among 360 voluntaries who have had an experience of online grocery shopping, 331 valid data had been collected and analyzed using MANOVA and PLS-SEM algorism. Results: (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. Conclusions: Using the media richness theory, visual rhetoric theory and visual design literature as the theoretical foundation, the study provides a solid foundation to comprehend the impact of photo design artifacts on consumers' affective responses when online consumers shopping online for fresh grocery.

keywords
Cue, attitude toward Product, attitude toward Store, Distribution Science

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