Effect of image interactivity technology on consumer responses toward the online retailer

The present study empirically examined whether image interactivity technology (IIT), which enables the creation and manipulation of product images on a retailer's Web site, affects experiential value and instrumental value.This study also examined whether IIT affects telepresence (i.e., simulated experience with the product in a store) and how IIT, telepresence, and value variables affect consumer responses toward an online retailer. A proposed model was supported using an experimental design with 206 subjects and Analysis of Moment Structures. Significant hypothesized paths were found between level of IIT, telepresence, and value variables. In addition, telepresence, experiential value, and instrumental value produced significant hypothesized paths with consumer response variables (attitude, willingness to purchase, and willingness to patronize). Implications for Web site development and marketing apparel online are provided.