Influence of image interactivity on approach responses towards an online retailer

Image interactivity allows the customer to create and manipulate visual images of a product on a Web site. We measured the effect of exposure to an image interactivity function from an apparel retailer’s Web site on approach responses towards the retailer. The image interactivity function from the Web site allowed participants to mix and match apparel product images to help determine how well they coordinated. Dependent variables used to tap approach responses were attitude towards the online store, willingness to purchase from the online store, willingness to return to the online store, probability of spending more time than planned shopping on the site, and likelihood of patronizing the online retailer’s bricks‐and‐mortar store. We employed a repeated‐measures experimental design with 103 subjects. Paired t ‐tests provided empirical support for the effect of image interactivity on enhancing approach responses towards the retailer. However, differences in approach responses existed between males and females. Marketing implications were provided.