Internet Research

The role of experiential value in online shopping: The impacts of product presentation
on consumer responses towards an apparel web site
So Won Jeong, Ann Marie Fiore, Linda S. Niehm, Frederick O. Lorenz,
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value in online shopping: The impacts of product presentation on consumer responses towards an apparel
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Impacts of
The role of experiential value in product
online shopping presentation
The impacts of product presentation on
consumer responses towards an apparel 105
web site Received 30 April 2008
Revised 18 September 2008
So Won Jeong Accepted 22 October 2008
The Ohio Sate University, Columbus, Ohio, USA, and
Ann Marie Fiore, Linda S. Niehm and Frederick O. Lorenz
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Iowa Sate University, Ames, Iowa, USA

Abstract
Purpose – The purpose of this paper is to examine whether Pine and Gilmore’s four experience
realms (4Es) are affected by web site features; the 4Es affect consumer emotional components of
pleasure and arousal; and pleasure and arousal lead to enhanced web site patronage intention.
Design/methodology/approach – For the main experiment, two stimulus web sites reflecting high
experiential value and low experiential value were developed. Data were collected in a laboratory
setting from 196 participants. An analysis of the causal model was conducted using the
maximum-likelihood estimation procedure of Analysis of Moment Structures (AMOS) for hypotheses
testing.
Findings – Using AMOS, the results indicated that web site features affected the 4Es and three of the
4Es (entertainment, escapist and esthetic experiences) influenced pleasure and/or arousal. Pleasure,
arousal, entertainment, and esthetic experiences had direct effects on web site patronage intention.
Practical implications – The results present an effective way to offer experiential value, which
enhances web site patronage intention, to online retailers.
Originality/value – This is the first empirical research to investigate the holistic process of the
effects of product presentation on consumer responses towards an apparel web site that there is a clear
need for further study.
Keywords Consumer behaviour, Electronic commerce, Experience, Internet shopping, Product design
Paper type Research paper

1. Introduction
E-commerce sales in the USA continue to grow. Within e-commerce retail sales, apparel
sales accounted for $18.3 billion in 2006 and replaced computer hardware/software as
the largest online retail category (E-marketers, 2007). The growing importance of
e-commerce and the maturation of Internet technology have led to rapid development
in a variety of product offerings, web site designs, services, and information quality,
which have increased the ease of use, usefulness, security, and playfulness of web sites
(Elliott and Speck, 2005; Liu and Arnett, 2000; Lohse et al., 2000; Yang et al., 2005). Internet Research
Vol. 19 No. 1, 2009
Retailers continue to offer improved web site features to enhance the shopping pp. 105-124
experience, differentiate between shopping sites, and further increase online sales, q Emerald Group Publishing Limited
1066-2243
(Hess, 2005; Lohse et al., 2000). Research supports the influence of these features on DOI 10.1108/10662240910927858
 INTR consumer experiences and their resulting effects on consumer attitude and behavioral
19,1 intentions towards a product or store (e.g., Fiore et al., 2005a, b). Offering enhanced
visual images of apparel products on a web site is important because product
presentation has been found to facilitate positive consumer responses resulting from
both experiential (hedonic) or utilitarian value (e.g., Fiore et al., 2005b; Park et al., 2005).
Current consumers increasingly expect engaging experiences and not just a process
106 to purchase goods and services (Pine and Gilmore, 1999; Postrel, 2003), which suggests
the growing importance of web site features that not only facilitate the purchase
decision process, but also provide an enjoyable shopping experience. Research
supports the influence of these features on experiential value and positive consumer
responses towards products and web sites (e.g., Demangeot and Broderick, 2006).
However, research is needed to better understand the nature of engaging experiences.
Pine and Gilmore (1999) proposed that consumption experiences are enhanced by the
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4Es (entertainment, educational, escapist, and esthetic experiences) and fostering all of
the 4Es leads to the most desirable consumption experience, termed the “sweet spot”.
However, other than one study of bed and breakfast patrons (Oh et al., 2007), we have
found no research that examines the role of all 4Es simultaneously. According to the
authors (Oh et al., 2007), their study was the first to develop a scale to measure the 4Es,
but their study was conducted in the tourism setting. Given the dearth of academic
research regarding the influence of all 4Es on consumer responses towards online
products and retailers, there is a clear need for further study. Thus, the present study
will be the first to examine the experience economy concept in the online shopping
setting. Accordingly, using a 4E scale designed for the present study we have explored
whether:
.
the 4Es were affected by web site features;
.
the 4Es affected consumer emotional components of pleasure and arousal; and
.
resulting pleasure and arousal led to enhanced web site patronage intention.

Hence, the present study contributes to research on experiential aspects of online

shopping and their effect on consumer behavior.

2. Literature review
Stimulus-Organism-Response framework
The Stimulus-Organism-Response (S-O-R) framework (Mehrabian and Russell, 1974)
has also been used extensively in studies of the effect of store environment, including
online store features, on consumer responses (e.g., Eroglu et al., 2001). The present
study adopted this S-O-R framework with various forms of product presentation
representing environmental cues or the S variable. The 4Es and consumer emotion
reflect the Organism variable, which intervene between the S inputs and response
outputs (i.e., web site patronage intention). Thus, the present study includes a new set
of O variables that may be affected by the online retail environment (see Figure 1).

Experiential value and product presentation

Experiential value results from sensory, emotional, and cognitive stimulation,
satisfying curiosity (Fiore, 2007), and lifestyle-oriented product or brand information
that helps consumers make purchase decisions (Bigham, 2005). Experiential value is
 Impacts of
product
presentation

107

Figure 1.
A conceptual framework
of relationships between
product presentation
features, consumer
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experiences, consumer
emotion, and web site
patronage intention

also derived from either usage or the anticipated interaction between a consumer and a
product or a service (Holbrook, 1986; Mathwick et al., 2001). McCole (2004) addressed
the importance of use of appropriate distribution channels to enable retailers to create
relationships with consumers and deliver experiential value. The Internet may also be
an effective channel for apparel retailers to deliver experiential value to consumers.
Web site design factors, such as layout and product presentation, have the potential to
engage consumers in unique and enjoyable experiences (e.g., Constantinides, 2004).
Beyond emotional pleasure from product presentation, it may also offer
lifestyle-oriented information through symbolic elements (e.g., background setting)
and entertainment through interactive elements (e.g., creating one’s own combination
of products) (Internet Retailer, 2006). According to online apparel industry experts,
product presentation features result in shoppers’ staying longer and spending more by
piquing curiosity about products and by offering experiential value (Internet Retailer,
2005).
Product presentation features on an apparel web site include product images, image
enlargements (i.e., zoom in and zoom out), additional views (i.e., front and back views)
(Fiore and Jin, 2003; Park et al., 2005), and views of apparel products on a model
(Internet Retailer, 2005). Zooming in on images reveals specific, fine details; images of
products are presented on real or virtual body forms (Miller, 2005). These features offer
effective ways to deliver sensory or aesthetic information to consumers, aiding their
purchase decisions (Miller, 2005). For instance, products featured on a body form,
showing how they fit on an actual body, enhances lifestyle-oriented experience by
letting shoppers virtually “try on” clothing and helps shoppers fantasize about wearing
the clothing “where, when, and how” (Internet Retailer, 2005; Fiore and Ogle, 2000;
Levaux, 2001).
Experiential value may differ with the type of product presentation due to the level
of information and sensory appeal available to consumers. A low level of experiential
value from product presentation may result from basic product images. A higher level
of experiential value from product presentation may be derived from richer and more
 INTR complex images such as zoomed images and products featured on a model situated in
19,1 an elaborate setting. These images may result in a more vivid and enjoyable shopping
experiences for consumers. A higher level of experiential value may be due to enhanced
sensory qualities of the product (Burke, 2005) from finer and more precise product
details and due to enhanced enjoyable cognitive experiences when fantasizing about
wearing a product in a new setting and taking on a new identity (Babin et al., 1994;
108 Miller, 2005; Song et al., 2007).
Literature (e.g., Klein, 2003; Then and DeLong, 1999) suggests that product
presentation features, including those on apparel web sites, positively influence
consumer responses, such as attitude towards, willingness to purchase from, and
willingness to return to the online store, as well as probability of spending more time
than planned, and likelihood of patronizing the online retailer’s bricks and mortal
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store). To better understand the effects of product presentation, the present study will
examine differences in consumer responses towards web site patronage created by
product presentation features noted as producing a low level of experiential value and
a high level of experiential value.

Experience economy strategies

Pine and Gilmore (1999) conceptualized the 4Es (educational, entertainment, escapist,
and esthetic experiences) as reflecting different combinations of absorption –
immersion and passive – active participation experiences. Absorption is “occupying a
person’s attention by bringing the experiences in to the mind” and immersion is
becoming physically or virtually a part of the experience-producing event/performance
itself (Pine and Gilmore, 1999). Passive participation is “where customers do not
directly affect or influence the performance” and active participation is “where
customers personally affect the performance or event that yields the experience” (Pine
and Gilmore, 1999, p. 30).
Entertainment and educational experiences involve absorption instead of
immersion. Entertainment experiences occur when consumers passively “absorb”
events through their senses, such as passively observing a performance. With
educational experiences, consumers absorb the events unfolding before them, but
are engaged through active participation (Pine and Gilmore, 1999); to truly enhance
knowledge or skills of consumers, consumers must actively engage their mind for
knowledge development or their body for physical training. Escapist and esthetic
experiences involve immersion rather than absorption. Escapist experiences place
customers in the middle of the excitement, which requires that the individual
becomes an actor or participant who affects the event in a real or virtual
environment (i.e., virtual reality tours). Esthetic experiences engage consumers in a
passive but immersive manner, thus leaving the environment essentially untouched
(Pine and Gilmore, 1999). Consumers within entertainment experiences “sense”,
within educational experiences “learn”, within escapist experiences “do”, and those
within esthetic experiences just want to “be” in an attractive environment. These
experiences may interconnect, such as “edutainment”, which crosses education and
entertainment.
 Product presentation of apparel web sites and the 4Es Impacts of
Product presentation may enhance the 4Es. For instance, viewing the products on product
models in elaborate settings (e.g., tourist locations) may not only provide an
entertaining experience, but also foster an escapist experience by allowing consumers presentation
to fantasize about activities while wearing the products in this setting. According to
industry literature, lifestyle-oriented product information (e.g., images capturing a
“want-to-be” lifestyle through the appearance of the model in a highly desirable 109
setting) may allow the consumer to envision him/herself elsewhere (Miller, 2005). In
support, research (Fiore and Yu, 2001; Song et al., 2007) illustrated that product
presentation features enhanced consumer fantasy and consequent shopping
enjoyment.
Zoom-in features of aesthetic details of products along with attractive background
environments may foster sensory stimulation needed for esthetic experiences.
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According to Babin et al. (1994), consumers seek information for its own sake or for fun
during shopping. Product presentations that offer a better sense of the sensory
qualities of the product were shown to facilitate such information seeking,
corresponding to educational experiences (Li et al., 2001). Therefore, we proposed
the following:
H1a. Level of online product presentation will positively affect entertainment
experiences.
H1b. Level of online product presentation will positively affect educational
experiences.
H1c. Level of online product presentation will positively affect escapist
experiences.
H1d. Level of online product presentation will positively affect esthetic
experiences.

The 4Es and emotional dimensions

Two dimensions (pleasure and arousal) of Mehrabian and Russell’s (1974)
Pleasure-Arousal-Dominance (PAD) paradigm of emotional experiences have
explained the mediating effect between physical or online retail store stimuli and
consumer responses towards products and retail environments (e.g., Eroglu et al., 2003;
Mano and Oliver, 1993). They defined emotional pleasure as the degree of happiness
and pleasantness and arousal as the degree of stimulation, excitement, and alertness.
Therefore, dimensions of emotional pleasure and arousal may mediate consumer
experiences and web site patronage intention in the present study.
Entertainment experiences, which involve observation of performances, lead to
positive consumer responses (Pine and Gilmore, 1999). Christmas shopping, for
example, engages shoppers in passive participation through observation of others’
shopping activities, leading to increased arousal and a sense of pleasure (Fisher and
Arnold, 1990). Liu and Arnett (2000) suggested that playfulness during online
shopping, conceptualized as entertainment, leads to web site success due to increased
pleasure.
 INTR In an online setting, active search for information can produce an educational
19,1 experience. Arnold and Reynolds (2003) defined “idea shopping” as shopping with the
goal of keeping up with trends and new fashions, and seeing new products and
innovations. Without buying anything, consumers felt arousal and enjoyment during
idea shopping. According to Ryan and Deci (2000), educational experiences involving
the active search for information inherently result in a sense of pleasure, driven by
110 consumers’ pursuit for novelty. Further, Oh et al. (2007) found educational experiences
in the tourism setting, where a tourist absorbs the events unfolding before him/her at a
destination, were significantly related to arousal.
Escapist aspects of shopping experiences have been reported (Babin et al., 1994;
Mathwick et al., 2001). Fiore and Ogle (2000) suggested that through products and
retail environments a consumer may take on an “alternative existence,” where he/she
takes on a desired identity and fantasizes about pleasant scenarios involving this
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identity. This parallels the escapist experience, requiring immersion and active
participation in the event (Pine and Gilmore, 1999). Shopping in a flea market or for a
special occasion may lead to fantasies, which result in increased pleasure and arousal
(Fisher and Arnold, 1990; Sherry, 1990). Babin et al. (1994) identified escapist
experiences as shopping as fun rather than shopping as work. In their study,
consumers felt heightened pleasure and arousal when imagining another environment.
In esthetic experiences, consumers enjoy being passively immersed in an attractive
physical or computer-mediated environment. Consumer experiences generated by the
physical environment and web site design influence pleasure and arousal (Arnold and
Reynolds, 2003; Baker et al., 2002). Aesthetic appeal from web site design provides
immediate pleasure to consumers, which facilitates browsing, searching, and
purchasing (Mathwick et al., 2001; Miller, 2005). Thus, we proposed:
H2a. Level of entertainment experiences will positively affect pleasure.
H2b. Level of educational experiences will positively affect pleasure.
H2c. Level of escapist experiences will positively affect pleasure.
H2d. Level of esthetic experiences will positively affect pleasure.
H3a. Level of entertainment experiences will positively affect arousal.
H3b. Level of educational experiences will positively affect arousal.
H3c. Level of escapist experiences will positively affect arousal.
H3d. Level of esthetic experiences will positively affect arousal.

Emotional dimensions and web site patronage intention

Researchers (Baker et al., 2002) have used patronage intention variables (e.g.,
willingness to return to, recommend, and purchase from a retailer) to evaluate
consumer responses toward a retailer and have found that store environment cues
influence perceptions of the shopping experience and merchandise, which in turn
influenced patronage intention. Looking at level of interactive online product
presentation features, Fiore et al. (2005b) found that experiential value and utilitarian
value influenced consumer response variables (attitude, willingness to purchase, and
 willingness to patronize). Emotional pleasure and arousal have been found to explain Impacts of
the linkage between store environment and patronage intention variables towards product
online and brick and mortal store environments (Eroglu et al., 2003; Menon and Kahn,
2002). Eroglu et al. (2003) found that pleasure and arousal linked to web site design presentation
positively affected shopper attitudes, satisfaction, and approach behaviors.
Accordingly, Menon and Kahn (2002) found that characteristics of products and
web sites significantly influenced pleasure and arousal, which predicted shopping 111
behaviors. Similarly, we hypothesized:
H4a. Pleasure will positively affect web site patronage intention.
H4b. Arousal will positively affect web site patronage intention.
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3. Methodology
Sample
A total of 196 usable responses from female students were obtained from 230
questionnaires completed at a large Midwestern university in the USA. All
respondents were given extra credit points in a course in exchange for participation.
For the sake of fairness in extra credit opportunities, male respondents were allowed to
complete the study, but not included in data analysis because of the focus on a web site
selling female apparel.
Almost all (98 percent) of the 196 female respondents were between the ages of 18 to
25. The largest percentage of participants was from the College of Human Sciences
(89.8 percent); the majority of the respondents were Caucasian Americans (83.2
percent), followed by Asian Americans (6.6 percent), Hispanic Americans (3.1 percent),
and African Americans (2.6 percent); 51.5 percent of the respondents shopped online
more than once per month and spent more than $100 on online shopping over the past
year; most of the respondents (97.4 percent) spent more than $100 on shopping over the
past year (see Table I).
Consumers of this gender, age, and education are likely to be Internet to search for
product information (Lee and Johnson, 2002) and purchase products online (Li et al.,
2001). Because the present study collected data from female students between the ages
of 18 to 25 predominantly, the sample reflects only a segment of Internet shoppers.
However, this was necessary because of the consumer segment-oriented nature of the
stimulus web site (Fiore et al., 2005a). Moreover, in line with Fiore et al.’s study,
college-aged or younger consumers are expected to be responsive towards
atmospherics that affect levels of pleasure and arousal (Raju, 1980; Steenkamp and
Baumgartner, 1992). Females more than males appreciate lifestyle elements of a retail
web site (Maguire, 2006). Thus, this sample was appropriate for the present study,
which examined experiential and emotional aspects of online shopping.

Stimuli
For the present study, elements of anthropologie.com, a web site selling women’s
clothing, accessories, and interior products were used to create two stimulus sites.
The target market of this retailer is women aged 30 to 45 (ISCS, 2003-2004), which
is older than the average age of the sample. However, pretests revealed that the
products were likely to be worn by student-aged consumers. These products were
 INTR
Variables Frequency (n ¼ 196) Percent
19,1
Gender
Male 0 0
Female 196 100
Age
112 20 and younger 115 58.7
21-25 77 39.3
26-30 3 1.5
Major
Human Science 176 89.8
Design 11 5.6
Others 6 3.1
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Ethnicity
Asian American 13 6.6
African American 5 2.6
Hispanic American 6 3.1
Native American 1 0.5
Caucasian American 163 83.2
Others 7 3.6
How many times purchasing clothing, shoes, and accessories online per month
None 95 48.5
1-3 76 38.8
4-5 15 7.7
More than 6 9 4.5
How much spending on clothing, shoes, and accessories online over the past year ($)
Less than 100 or none 95 48.5
100-299 52 26.5
300-499 24 12.2
500-799 13 6.6
800-999 5 2.6
1,000-1,199 3 1.5
More than 1,200 3 1.5
How much spending on clothing, shoes, and accessories over the past year ($)
Less than 100 or none 5 2.6
100-299 24 12.2
300-499 34 17.3
500-799 30 15.3
800-999 33 16.8
Table I. 1,000-1,199 26 13.3
Sample characteristics More than 1,200 43 21.9

selected for the stimulus web sites. Additionally, there are no physical
Anthropologie stores in the state where the study was conducted, which helps
limit familiarity with the products. Furthermore, Internet professionals have noted
that anthropologie.com includes highly experiential features that offer sensory and
lifestyle-oriented information, such as image enlargement, additional views, and
views on a model (Internet Retailer, 2005).
 To develop a stimulus web site with the lower level of experiential value found on Impacts of
most apparel web sites, the standards developed by Park et al. (2005) were used; the product
low experiential value stimulus site contained features found on a majority of web sites
(i.e., product information, thumbnail and enlarged images of frontal views of the presentation
product on a plain backdrop).For the development of the high experiential value
stimulus site, the zoom feature and view on a model feature were added. The view on a
model feature allows the shopper to view the product on a posed model in a setting rich 113
with lifestyle cues, such as a highly accessorized living room or café.
To give the look and feel of a professional web site to the stimulus web sites, layout,
navigation, product information/copy, and product images from the anthropologie.com
web site were retained. Brand name and logo, which directly revealed the identity of
the retailer, and price, were not included. The two stimulus sites contained the same
number of products for each product category. A person experienced in creating
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professional web sites created the two stimulus web sites using Microsoft Front Page.

Instrument
The 4Es were measured by adapting a 4E scale developed and tested for validity and
reliability by Oh et al. (2007) in the study of hospitality business settings. They found
that each of the four scales had Cronbach’s alpha coefficients above 0.70; alpha ¼ 0:95
for entertainment, alpha ¼ 0:94 for educational, alpha ¼ 0:85 for escapist, and
alpha ¼ 0:77 for esthetics. The original scale’s 16 items were modified to reflect the
impact of product presentation on the realms of experience. Nine new items were added
to capture other potential contributions of web sites to the 4Es. In total, 25 items tapped
the 4Es: five items for entertainment, eight items for educational, six items for escapist,
and six items for esthetic realms. All items used seven-point Likert-type scales with
anchors of “strongly disagree” as 1 and “strongly agree” as 7.
We used 12 items, six each for pleasure and arousal factors, from Mehrabian and
Russell’s (1974) PAD instrument. Reported reliability coefficients were above 0.70:
Cronbach’s alpha ¼ 0:97 for pleasure and 0.89 for arousal. The emotional dimension
scale contained sets of bipolar adjectives with anchors of 1 and 7; unhappy – happy,
bored – relaxed, annoyed – pleased, unsatisfied – satisfied, despairing – hopeful, and
melancholic – contended for pleasure items; unaroused – aroused, relaxed –
stimulated, dull – jittery, sleepy – wide awake, calm – excited, and sluggish –
frenzied for arousal.
The web site patronage intention measure was created by modifying Baker et al.’s
(2002) store patronage intention scale with a reported Cronbach’s alpha coefficient of
0.88 for a composite measure of three items (willingness to purchase, willingness to
recommend, and shopping likelihood). To these items, we added one item for
willingness to purchase and one item for willingness to recommend. Furthermore, we
removed their shopping likelihood item and replaced it with a willingness to revisit
item to better capture web site patronage intention. All five items were rated on a
seven-point Likert-type scale with anchors of “strongly disagree” as 1 and “strongly
agree” as 7.
Manipulation check items for the stimulus web sites tapped perceived enjoyable
experiences from the product images and from the lifestyle oriented information on the
web sites. Seven-point Likert-type scales with anchors of “strongly disagree” as 1 and
 INTR “strongly agree” as 7 were used again. For the last section, participants were asked to
19,1 report their age and major using open-ended questions. Gender, ethnicity, Internet
shopping frequency, and amount of money spent shopping online were tapped using
interval scales.

Procedure
114 The present study employed a two treatment (low experiential and high experiential
value) between-subject design to test the effects of product presentation on consumer
patronage intention toward the web site. A total of 16 pretest student respondents
browsed anthropologie.com to determine the appropriateness of the site and its
products for the college-aged consumer. As part of the first pretest, a printed sheet was
prepared containing various apparel product images offered on the web site. This
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initial selection was limited to 20 product images that had the view on a model feature.
The respondents rated how likely college students would wear the products. A total of
12 product images (four for sweaters category, four for pants category, and four for
jackets and coats) out of 20 images with the highest average ratings were selected for
the stimulus web sites.
After creating the stimulus web sites, a second pretest was completed using another
18 students. This sample browsed the low and high experiential value web sites
developed from elements of the antropologie.com site. They checked the operation of
the stimulus web sites, helped determine the amount of time needed to thoroughly
browse the web site and complete the questionnaire, and checked clarity of wording of
the scale items and instructions. Small wording problems identified through
open-ended questions were corrected. They also assessed the appropriateness of the
web site for college students, creativity of product presentation, the likelihood of
college students wearing the products, and perceived ease of use, realism,
attractiveness, and fashionability of the stimulus web sites using seven-point
Likert-type scales with anchors of “strongly disagree” as 1 and “strongly agree” as 7.
For the high experiential value treatment, the mean values were: creativity of the
product presentation (M ¼ 5:56), the likelihood of college-aged students wearing the
products (M ¼ 5:67), perceived ease of use (M ¼ 5:89), realism of the stimulus web site
(M ¼ 4:78), attractiveness of the stimulus web site (M ¼ 6:33), and fashionability of
the stimulus web site (M ¼ 6:00). For the low experiential treatment, the mean values
were: creativity of the product presentation (M ¼ 5:56), the likelihood of college-aged
students wearing the products (M ¼ 5:44), perceived ease of use (M ¼ 5:67), realism of
the stimulus web site (M ¼ 4:56), attractiveness of the stimulus web site (M ¼ 6:22),
and fashionability of the stimulus web site (M ¼ 6:00). Realism was the only item that
produced means below five. Because the stimulus sites deliberately removed brand and
price found in real sites, these scores were considered acceptable. T-tests revealed no
significant differences between the two stimulus web sites, suggesting that potential
confounding variables were controlled.
For the main experiment, 230 new participants were randomly assigned to one of
two web site treatments available in a college laboratory setting to ensure consistency
of connection speed and browser. An assistant ensured that subjects browsed the
stimuli web sites for no more than the allotted time of five minutes. Completed signed
cover sheets and questionnaires were given to the assistant.
 4. Findings Impacts of
Preliminary analysis product
As expected, the experiential value level items for the two stimulus web sites were
significantly different (Fð1; 194Þ ¼ 60:304, p ¼ 0:000) for the main experiment. This presentation
confirms that the experiential nature of the product presentation may be responsible
for resulting differences in subsequent responses. Factor analysis, using a principal
axis factoring method with varimax rotation, was performed to refine the measures for 115
statistical analyses (see Table II). An eigenvalue of 1.00 or greater was used for
determining the number of factors to be extracted in the factor analysis. For construct
validity, items were retained in the factor if they loaded above 0.50 (Arnold and
Reynolds, 2003), but less than 0.30 for the other factors (Klein, 1998). Each factor had
an acceptable level of reliability with a Cronbach’s alpha coefficient above 0.70, the
recommended minimum proposed by Nunnally and Bernstein (1994). Means of the
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summated multiple items were used as research variables for hypothesis testing.

Hypothesis testing
The conceptual model consisted of one exogenous variable (level of product
presentation) and seven endogenous variables (entertainment, educational, escapist,
esthetic, pleasure, arousal, and web site patronage intention). To examine the
hypothesized relationships, the causal model was tested using the maximum-likelihood
estimation procedure of Analysis of Moment Structures (AMOS) version 6.0. Model fit
was assessed by a chi-square statistic, goodness-of-fit index (GFI . 0:95), adjust
goodness-of-fit index (AGFI . 0:90), comparative fit index (CFI . 0:90), and root
mean square error of approximation (RMSEA , 0:08) (Klein, 1998). Standardized path
estimates (b), t-values, and multiple squared correlations (R2) were reported. T-values
indicated whether a path estimate was statistically significant at a certain significance
level (p , 0:05).
The theoretical model did not fit the data well; the results of causal model analysis
revealed a Chi2 of 33.09 with seven degrees-of-freedom (p , 0:01), GFI was 0.96; AGFI
was 0.80; CFI was 0.96; and RMSEA was 0.14. Therefore, a fully recursive model was
compared with the theoretical model. The fully recursive model, which is an ideal
model with a perfect model fit with the data, was examined to better explore the
significant relationships. The results of the fully recursive model obtained a Chi2 of
0.00 with 0 degree-of-freedom (p , 0:01). The fully recursive model perfectly fit the
data for the present study with GFI of 1.00 and CFI of 1.00. In terms of a statistical
significance level (p , 0:05), both of the theoretical model and the fully recursive model
were not significantly different. However, from the fully recursive model, the level of
product presentation, entertainment, and esthetic variables were found to have
significant effects on web site patronage intention (b ¼ 20:13, t ¼ 22:56, p , 0:05;
b ¼ 0:21, t ¼ 3:29, p , 0:01; b ¼ 0:21, t ¼ 2:90, p , 0:01, respectively).
An empirical model that included two statistically significant paths not identified in
the theoretical model was proposed (Figure 2). The path from level of product
presentation to web site patronage intention, which was found to have a significant
negative path (b ¼ 20:13, t ¼ 22:56, p , 0:05), was not included. In consultation
with a statistician, the significant negative path between variables was determined to
be due to collinearity, which does not contribute to a model. Furthermore, based on the
 INTR
Factor title and items Loadings
19,1
Entertainment
The way products were presented on the web site was amusing to me 0.70
The way products were presented on the web site was very entertaining 0.63
I really enjoyed looking at the new product presentations on the web site 0.54
116 The web site’s product presentations were boring to me 0.55
Variance explained ¼ 9:45 per cent
Eigenvalue ¼ 2:36
Educational
The product presentations created a shopping experience that was educational
to me 0.58
Looking at the products presented on the web site provided me a learning
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experience 0.64
Browsing product presentations on the web site stimulated my curiosity to learn
new things about fashion 0.61
The product presentations on this web site have made me more knowledgeable
about fashion 0.85
I learned about fashion while browsing the product presentations on the web site 0.86
The web site’s product presentations enhanced my knowledge of fashion 0.86
Browsing the product presentations made me more knowledgeable about
fashion trends 0.65
Variance explained ¼ 19:79 per cent
Eigenvalue ¼ 4:95
Escapist
When looking at the product presentations on the web site, I felt I was in a
different world 0.65
I felt like I was a different person while looking at the product presentations on
the web site 0.81
When looking at the product presentations on the web site, it let me imagine
being someone else 0.78
I felt I played a different person while looking at the product presentations on the
web site 0.85
I totally forgot about my daily routine while looking at the product presentations
on the web site 0.75
While looking at the product presentations on the web site, I completely escaped
from reality 0.73
Variance explained ¼ 17:71 per cent
Eigenvalue ¼ 4:43
Esthetic
The product presentations of the web site provided pleasure to my senses 0.63
I felt a real sense of harmony while viewing product presentations on the web
site 0.57
The web site’s product presentations were very attractive 0.74
The web site product presentations really showed attention to design detail 0.72
Table II. Just looking at the product presentations on the web site was very pleasant 0.85
Factor analysis results Just browsing the product presentations on the web site provided me enjoyment 0.78
showing retained items Variance explained ¼ 18:47 per cent
for the proposed Eigenvalue ¼ 4:62
variables (continued)
 Impacts of
Factor title and items Loadings
product
Pleasure presentation
Unhappy – happy 0.67
Bored – relaxed 0.60
Annoyed – pleased 0.60
Unsatisfied – satisfied 0.62 117
Despairing – hopeful 0.62
Melancholic – contended 0.70
Variance explained ¼ 18:14 per cent 0.67
Eigenvalue ¼ 2:18
Arousal
Unaroused – aroused 0.87
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Relaxed – stimulated 0.85

Dull – jittery 0.50
Sleepy – wide awake 0.77
Calm – excited 0.54
Sluggish – frenzied 0.63
Variance explained ¼ 35:22 per cent
Eigenvalue ¼ 4:23
Web site patronage intention
Assuming I was actually shopping for products, I would be willing to purchase
products from the web site 0.87
After seeing the web site, I would likely buy products from the web site 0.93
I would recommend the web site to someone who seeks my advice 0.93
I would encourage friends and relatives to go to the web site 0.93
I would revisit the web site to buy products 0.93
Variance explained ¼ 86:34 per cent
Eigenvalue ¼ 4:32 Table II.

previous research looking at other forms of advanced product presentation (Fiore et al.,
2005a, b), it should not have a detrimental effect on patronage intention. Therefore,
direct paths from the entertainment and esthetic variables to web site patronage
intention were added to the initially proposed theoretical model, creating the final
empirical model.
For the present study, the hypothesized relationships were tested against the
empirical model. For the empirical model, the results of causal model analysis revealed
a Chi2 of 8.90 with five degrees-of-freedom (p ¼ 0:11). The GFI was 0.99; AGFI was
0.92; CFI was 1.00; and RMSEA was 0.06. The fit indices revealed that the empirical
model fit the data very well after adding two significant paths from entertainment and
esthetic variables to web site patronage intention. Figure 2 provides the statistical
indices for testing the significance of paths, which coincide with the hypotheses.
Results revealed that level of product presentation positively affected the 4Es:
entertainment experiences (H1a), educational experiences (H1b), escapist experiences
(H1c), and esthetic experiences (H1d ). Whereas H1 received support, product
presentation features were responsible for a small amount of variables for
entertainment, educational, escapist, and esthetic experiences (R2 ¼ 0:11, R2 ¼ 0:08,
R2 ¼ 0:07, R2 ¼ 0:09, respectively).
 INTR
19,1

118
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Figure 2.
A final empirical model
showing the effects of
product presentation
feature on endogenous
variables

H2a, H2b, H2c, and H2d tested the relationship between the 4Es and pleasure. H2a
(entertainment experience), H2c (escapist experience), and H2d (esthetic experience)
were supported. However, H2b, examining the relationship between educational
experience and pleasure, was not supported. Therefore the effect of experience realms
on emotional pleasure received partial support. In addition, a fair amount of variance
for emotional pleasure was explained by the experience realms (R2 ¼ 0:41).
H3a, H3b, H3c, and H3d tested the relationship between the 4Es and arousal. H3a
(entertainment experience) and H3d (esthetic experience) were also supported.
However, H3b (educational experience) and H3c (escapist experience) were not
supported. Therefore, H3 received partial support. Similar to emotional pleasure, the
4Es explained a fair amount of variance for emotional arousal (R2 ¼ 0:41).
H4a (pleasure and web site patronage intention) and H4b (arousal and web site
patronage intention) were supported. Consumer emotion and the additional paths from
entertainment and esthetic experiences explained a sizeable amount of variance
(R2 ¼ 0:58) for patronage intention.

Decomposition of effects
Decomposition of direct, indirect, and total effects of predictor variables on endogenous
variables was performed. Level of product presentation had a significant direct effect
on the 4Es. Since there were no indirect effects of level of product presentation on 4Es,
the total effects were the same as the direct effects. Level of product presentation had a
significant indirect effect on pleasure (b ¼ 0:24, p , 0:01), suggesting that it is not the
level of product presentation itself that creates the pleasure, but rather pleasure is
mediated by other variables associated with level of product presentation.
Entertainment, escapist, and esthetic experiences had significant direct effects on
 pleasure. Thus, the effect of product presentation level on pleasure appears to be Impacts of
mediated by entertainment, escapist, and esthetic experiences. For arousal, level of product
product presentation had a significant indirect effect (b ¼ 0:22, p , 0:01).
Entertainment and esthetic experiences had significant direct effects on arousal presentation
suggesting their mediating effect on arousal. For web site patronage intention, the level
of product presentation had a significant indirect effect (b ¼ 0:24, p , 0:01); pleasure
and arousal appear to be two mediating variables between level of product 119
presentation and web site patronage intention. Entertainment and esthetic experiences
had significant indirect effects (b ¼ 0:14, p , 0:01; b ¼ 0:21, p , 0:01, respectively)
and significant direct effects on web site patronage intention. Therefore, it appears that
the indirect effects of entertainment and esthetic experiences on web site patronage
intention were mediated by pleasure and arousal, but there were contributing (direct)
effects of entertainment and esthetic experience not explained by pleasure or arousal.
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Educational and escapist experiences did not have significant indirect effects on web
site patronage intention (b ¼ 0:03, p ¼ 0:40; b ¼ 0:19, p ¼ 0:49). Whereas, pleasure
and arousal had significant direct effects on web site patronage intention, arousal) had
a stronger direct effect than pleasure.

5. Discussion
The present study adds to the growing body of S-O-R literature that has examined
shopping environments by identifying new Organism variables affecting emotion and
subsequent Response variables. Specifically, participants exposed to product
presentation features offering rich sensory information and lifestyle-oriented
information (e.g., the zoom feature and view on a model feature) were more likely
than participants exposed to simpler product presentation features to have
entertaining, escapist and esthetic experiences, which in turn affected pleasure
and/or arousal. Educational experience was significantly affected by product
presentation, but contrary to what was hypothesized, educational experience did not
influence emotion. Perhaps respondents perceived the educational experience to be a
logical process usually connected to the prosaic textual information, where emotional
experience is limited or downplayed. Therefore, educational experience would not
result in an emotional experience for the respondents. In support of previous research,
pleasure and arousal affected patronage intention towards the web site. Interestingly,
entertainment and esthetic experiences had direct effects on patronage intention. In
support of Mathwick et al.’s (2001) findings, these two experiences may have affected
utilitarian aspects of consumer experience by providing additional product or brand
information to assist consumers engaged in rational (emotion-neutral) information
processing (Babin et al., 1994). Consequently, the utilitarian aspects rather than
emotional experience may have enhanced patronage intention (e.g., Sherry, 1990).Past
research has not looked at the effect of web site features on the 4Es. The present study
found that level of product presentation features had a positive effect on all of the 4Es.
That is, product presentation providing a high level of experiential value enhanced
entertainment, educational, escapist, and esthetic experiences. However, the amount of
variance explained was modest (R2 , 0:12), which suggests that there were other
elements of the web site or its use that affected the 4Es. Perhaps textual elements of the
site and its navigation affect the 4Es.
 INTR The results show that entertainment, escapist, and esthetic experiences had strong
19,1 direct effects on pleasure. To increase pleasure, an important contributor to positive
consumer responses towards products and retail settings (Eroglu et al., 2003; Sweeney
and Wyber, 2002), these three experiences should be strengthened through careful
selection and testing of various web site features. Among the 4Es, esthetic experience
had the strongest influence on pleasure and arousal, which suggests its salience when
120 designing apparel web sites.
Because the present study is seemingly the first study to empirically test the effects
of the 4Es on consumer responses in a retail setting, it is important to note that the
results failed to support Pine and Gilmore’s (1999) proposition that all of the 4Es should
be offered to create a “sweet spot” leading to the most positive consumer experiences.
Our results were consistent with Oh et al.’s (2007) finding that consumer behavior is
not significantly affected by all of the 4Es. Thus, the sweet spot does not appear to be
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applicable to all product and service offerings.

Present findings revealed that arousal had a stronger effect than pleasure on
patronage intention. This is inconsistent with previous research (Eroglu et al., 2003).
Perhaps the 4Es fostered a higher level of arousal than in previous research by
engaging consumers in more active cognitive and physical process, such as
manipulating the zoom feature to see certain details. This higher level of arousal may
have had the needed potency to surpass pleasure’s effect on patronage intention.

Limitations
There were several limitations to the present study. First, only college-aged female
students in their early 20s were surveyed. This limits generalization to the general
population of Internet shoppers. However, the sample was appropriate for the purpose
of the present study because college-aged or younger consumers were likely to wear
the products found on the stimulus web site. Younger consumers are likely to be more
responsive towards atmospherics of a stimulus web site than older consumers (Fiore
et al., 2005a), which may also influence generalizability. Second, the 4E scale adapted
from a scale (Oh et al., 2007) used to measure responses to a physical environment,
needs further study to ensure it fully captured all 4E aspects offered by web sites.
Third, the higher level of product presentation in the present study consisted of a zoom
feature and a view on a model feature. Various other product presentation features
available on product web sites may provide different levels of experiential value to
Internet consumers and difference effects on patronage intention. Fourth, the product
category (women’s casual apparel) may affect results as well. For instance, educational
experiences may be more important than esthetic experiences to patronage intention
for electronics or exercise equipment.

Implications and future research

With this growing importance of e-commerce and the maturation of Internet
technology, retailers continue to offer a variety of web site features to differentiate their
web sites from other sites and further increase online sales. As shown in the present
study, more advanced product presentation features may be an effective way to offer
experiential value, which in turn enhances web site patronage intention. Thus, retailers
should consider investing in more advanced web site features with an eye on
 experiential value for consumers to help ensure that new features translate into Impacts of
patronage behavior, including purchasing from the site. Whereas the 4Es hold promise product
for explaining consumption experience, further study is needed to understand their role
in various consumer venues, including retail web sites for various consumer products presentation
and services.
Findings of this study suggest that entertainment and esthetic experience was the
most influential among the 4Es for an online distribution channel, the product category 121
of women’s casual apparel, and female consumers between the ages of 18 to 25. This
may provide specific information to online retailers selling this product category and
targeting this age group. Further studies may explore the moderating effects of
differences in distribution channels, product categories, and target markets on the 4Es,
emotional response, and patronage intention. For instance, interest level in and
purchase of a product category varies by gender (Bakewell et al., 2005). In general,
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women have more interest in fashion apparel, the product category of the present
study, but interest is growing among Generation Y males (born between 1979 and
1994). Interest in a product category may influence the kind of shopping experiences
desired, with richer experiences (i.e., more of the 4Es) appreciated by those with a
higher level of interest. For the majority of men who have little interest in apparel
shopping, the importance of the 4Es from an apparel web site may be diminished.
Moreover, female shoppers appreciate lifestyle features more than product features of
online retail web sites (Maguire, 2006). For these reasons, responses from males and
females were not combined in the present study and the number of male respondents
was too small to run a comparison. Future studies may examine the effect of gender.
Finally, the present study shows that experiential factors and emotional factors
were important to web site patronage intention. Thus, this study focused on the effect
of hedonic factors created by web site features; future studies may include a
combination of hedonic and utilitarian measures to test their relative effect, produced
by web site features, on the 4Es and consequent consumer responses. Past research
illustrates that hedonic and utilitarian factors may influence consumers’ patronage
intention (Babin et al., 1994; Childers et al., 2001). Mediating variables, such as
product/service quality perceptions or perceived risk, could be added to the model to
investigate the effect of product presentation features on utilitarian aspects of
consumption experience and resulting web site patronage intention. Other response
variables, such as consumer loyalty, may be included in future studies as well.

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Corresponding author
So Won Jeong can be contacted at: jeong.74@osu.edu

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