 The fluent online shopping experienceJill Mosteller, Naveen Donthu and Sevgin Eroglu Journal of Business Research, 2014, vol. 67, issue 11, 2486-2493 Abstract: Consumers increasingly use various Internet-enabled devices for online shopping; thus, a critical topic for both research and practice is the visual characteristics of the information presented in this medium. This study builds on fluency theory within an environmental psychology framework. Specifically, this research examines how consumers' perceived fluency of the verbal online information affects their perceived cognitive effort and positive affect within a choice context. The experimental results show that (1) perceptual fluency affects both cognitive effort and positive affect experienced during online shopping and (2) cognitive effort and positive affect influence judgments about the perceived decision quality of the choice made. This research is notable in its simultaneous (as opposed to consecutive) examination of the relationship among the three dimensions of processing fluency (perceptual fluency, positive affect, and cognitive effort) and their impact on consumers' choice satisfaction with an online shopping task. Keywords: Fluency; Positive affect; Cognitive effort; Decision quality; Online shopping; Choice satisfaction (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:67:y:2014:i:11:p:2486-2493 DOI: 10.1016/j.jbusres.2014.03.009 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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