International Journal of Advanced Culture Technology

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
권호 표지
DOI QR코드

DOI QR Code

Emotional Mechanism Impacting Adoption of Luxury Wearables in E-Tail

  • Received : 2022.05.28
  • Accepted : 2022.06.09
  • Published : 2022.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

Recenlty, the category of luxury wearbles has expanded and the relevant reseach has been scarce. The study tests whether the emotional mechanism regarding luxury wearables within e-tail affects luxury brand perceptions. Furthermore, it tests the moderation effect of gender in the mechanism. A total of 393 responses from U.S. populations were collected through an international research company with using online survey methods. In the results, the positive and direct effect of dominance on positive emotion was significant, and the positive emotion significantly increases perceived brand luxury. However, no direct effect of dominance was found on perceived brand luxury. The moderation effect of gender in the relationship between positive emotion and perceived brand luxury was found positive and significant, but the hypothesized moderation effect of gender was insignificant in the relationship between dominance and perceived brand luxury. Implications and study limitations are discussed.

Keywords

Acknowledgement

This work was supported by the National Research Foundation of Korea (NRF) Grant funded by the Korean Government (MSIP) (No. Grant Number - 2015R1A5A7037615).

References

  1. Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th Edition). Pearson.
  2. Kim, S., Park, G., Lee, Y., & Choi, S. (2016). Customer emotions and their triggers in luxury retail: Understanding the effects of customer emotions before and after entering a luxury shop. Journal of Business Research, 69(12), 5809-5818. https://doi.org/10.1016/j.jbusres.2016.04.178
  3. Chevalier, M., & Gutsatz, M. (2020). Luxury retail and digital management: Developing customer experience in a digital world. John Wiley & Sons: Singapore.
  4. Russell, J.A., & Pratt, G. (1980). A description of the affective quality attributed to environments. Journal of Personality and Social Psychology, 38(2), 311-322. https://doi.org/10.1037/0022-3514.38.2.311
  5. Liu, X., Shin, H., & Burns, A.C. (2021). Examining the impact of luxury brand's social media marketing on customer engagement: Using big data analytics and natural language processing. Journal of Business Research, 125, 815-826. https://doi.org/10.1016/j.jbusres.2019.04.042
  6. Loureiro, S. & Roschk, H. (2014). Differential effects of atmospheric cues on emotions and loyalty intention with respect to age under online/offline environment Journal of Retailing and Consumer Services, 21(2), 211-219. https://doi.org/10.1016/j.jretconser.2013.09.001
  7. Katerattanakul, M.N., & Siau, K. (2003). Creating a virtual store image. Communications of the ACM, 46(12), 226-232. https://doi.org/10.1145/953460.953504
  8. Chang, S.-H., Chih, W.-H., Liou, D.-K., & Hwang, L.-R. (2014). The influence of web aesthetics on customers' PAD. Computers in Human Behavior, 36, 168-178. https://doi.org/10.1016/j.chb.2014.03.050
  9. Hughes, M., Bendoni, W., & Pehlivan, E. (2016). Storygiving as a co-creation tool for luxury brands in the age of the internet: a love story by Tiffany and thousands of lovers. Journal of Product & Brand Management, 25(4), 357-364. https://doi.org/10.1108/JPBM-09-2015-0970
  10. Mandler, T., Johnen, M., & Grave, J.F. (2020). Can't help falling in love? How brand luxury generates positive consumer affect in social media. Journal of Business Research, 120, 330-342. https://doi.org/10.1016/j.jbusres.2019.10.010
  11. Bagozzi et al., 1999 Bagozzi, R., Gopinath, M., & Nyer, P. (1999). The role of emotions in marketing. Journal of the academy of marketing science, 27(2), 184-206. https://doi.org/10.1177/0092070399272005
  12. Donovan, R. J., & Rossiter, J. R. (1982). Store atmosphere: An environmental psychology approach. Journal of Retailing, 58, 34-57.
  13. Menon, S, Kahn, B (2002). Cross-category effects of induced arousal and pleasure on the internet shopping experience. Journal of Retailing, 1, 31-40. https://doi.org/10.1016/S0022-4359(01)00064-1
  14. Wu, C, Cheng, F, & Yen, D (2008) The atmospheric factors of online storefront environment design: An empirical experiment in Taiwan. Information and Management, 45, 493-498. https://doi.org/10.1016/j.im.2008.07.004
  15. Richard, M.-O., & Chebat, J.-C. (2016). Modeling online consumer behavior: Preeminence of emotions and moderating influences of need for cognition and optimal stimulation level. Journal of Business Research, 69(2), 541-553. https://doi.org/10.1016/j.jbusres.2015.05.010
  16. Kenhove, P, & Desrumaux, P. (1997). The relationship between emotional states and approach or avoidance responses in a retail environment. The International Review of Retail, Distribution and Consumer Research, 4, 351-368. https://doi.org/10.1080/095939697342932
  17. Russell, J.A., & Pratt, G. (1980). A description of the affective quality attributed to environments. Journal of Personality and Social Psychology, 38(2), 311-322. https://doi.org/10.1037/0022-3514.38.2.311
  18. Loureiro, S. & Roschk, H. (2014). Differential effects of atmospheric cues on emotions and loyalty intention with respect to age under online/offline environment Journal of Retailing and Consumer Services, 21(2), 211-219. https://doi.org/10.1016/j.jretconser.2013.09.001
  19. Koo, D., & Ju, S (2010) The interactional effects of atmospherics and perceptual curiosity on emotions and online shopping intention. Computers in Human Behavior, 26, 377-388. https://doi.org/10.1016/j.chb.2009.11.009
  20. Chevalier, M., & Gutsatz, M. (2020). Luxury retail and digital management: Developing customer experience in a digital world. John Wiley & Sons: Singapore.
  21. Hsieh, J., Hsieh, Y., Chiu, H., & Yang, Y. (2014). Customer response to web site atmospherics: task relevant cues, situational involvement and PAD. Journal of Interactive Marketing, 28, 225-236. https://doi.org/10.1016/j.intmar.2014.03.001
  22. Yalch, R. F., & Spangenberg, E. R. (2000). The effects of music in a retail setting on real and perceived shopping times. Journal of Business Research, 49(2), 139-147. https://doi.org/10.1016/S0148-2963(99)00003-X
  23. Cho, J., & Lee, E. (2017). Impact of interior colors in retail store atmosphere on consumers' perceived store luxury, emotions, and preference. Clothing & Textiles Research Journal, 35(1), 33-48. https://doi.org/10.1177/0887302X16675052
  24. Chang, S.-H., Chih, W.-H., Liou, D.-K., & Hwang, L.-R. (2014). The influence of web aesthetics on customers' PAD. Computers in Human Behavior, 36, 168-178. https://doi.org/10.1016/j.chb.2014.03.050
  25. Hsieh, J., Hsieh, Y., Chiu, H., & Yang, Y. (2014). Customer response to web site atmospherics: task relevant cues, situational involvement and PAD. Journal of Interactive Marketing, 28, 225-236. https://doi.org/10.1016/j.intmar.2014.03.001
  26. Sherman, E., Mathur, A., Smith, R. B. (1997). Store environment and consumer purchase behavior: Mediating role of consumer emotions. Psychology & Marketing, 14, 361-378. https://doi.org/10.1002/(SICI)1520-6793(199707)14:4<361::AID-MAR4>3.0.CO;2-7
  27. Miniero, G., Rurale, A., & Addis, M. (2014). Effects of arousal, dominance, and their interaction on pleasure in a cultural environment. Psychology & Marketing, 31(8), 628-634. https://doi.org/10.1002/mar.20723
  28. Dholakia, R.R. (2007). Gender and IT in the Household: Evolving Patterns of Internet Use in the United States. The Information Society, 22(4), 231-240. https://doi.org/10.1080/01972240600791374
  29. Raajpoot, N.A., Sharma, A., & Chebat, J.C. (2008). The role of gender and work status in shopping center patronage, in: Journal of Business Research, 61(8), 825-833. https://doi.org/10.1016/j.jbusres.2007.09.009
  30. Liu, X., Shin, H., & Burns, A.C. (2021). Examining the impact of luxury brand's social media marketing on customer engagement: Using big data analytics and natural language processing. Journal of Business Research, 125, 815-826. https://doi.org/10.1016/j.jbusres.2019.04.042
  31. Bakewell, C., & Mitchell, V.W. (2006). Male versus female consumer decision making styles. Journal of Business Research, 59. 1297-1300. https://doi.org/10.1016/j.jbusres.2006.09.008
  32. Cho, J., & Lee, E. (2017). Impact of interior colors in retail store atmosphere on consumers' perceived store luxury, emotions, and preference. Clothing & Textiles Research Journal, 35(1), 33-48. https://doi.org/10.1177/0887302X16675052