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The fluent online shopping experience

Authors
Journal
Journal of Business Research
0148-2963
Publisher
Elsevier
Identifiers
DOI: 10.1016/j.jbusres.2014.03.009
Keywords
  • Fluency
  • Positive Affect
  • Cognitive Effort
  • Decision Quality
  • Online Shopping
  • Choice Satisfaction
Disciplines
  • Ecology
  • Geography
  • Psychology

Abstract

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.

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