Title: The role of mobile web atmospherics in online apparel purchase: the mediating roles of consumer emotions and attitude

Authors: Kamalpreet Kaur; Lalit Mohan Kathuria

Addresses: School of Management Studies, CT University, Ludhiana, India ' School of Business Studies, Punjab Agricultural University, Ludhiana, India

Abstract: This paper aims to analyse the role of mobile web atmospherics in online purchase of apparel. Based on the stimulus-organism-response (SOR) framework, this study also aims to examine the mediating influence of emotions and attitude towards mobile websites on purchase intentions and to assess the effect of purchase intention on consumer satisfaction. A total of 600 respondents were surveyed by using systematic random sampling and then the responses were tested against a conceptual framework using structural equation modelling. Findings revealed that informativeness, navigational cues, effectiveness of information content, and e-service quality significantly influenced attitude towards mobile website, whereas informativeness, navigational cues, enjoyment, response time, and trust significantly influenced consumers' emotions (pleasure, arousal, and dominance, i.e., PAD). Further, consumer emotions (PAD) positively related to purchase intention; and attitude towards website was positively related to both purchase intention and satisfaction.

Keywords: web atmospherics; consumers; emotions; attitude; pleasure, arousal and dominance; PAD; stimulus-organism-response; SOR; purchase intention.

DOI: 10.1504/IJEB.2025.149134

International Journal of Electronic Business, 2025 Vol.20 No.4, pp.402 - 431

Received: 11 Jul 2023
Accepted: 16 Jul 2024
Published online: 15 Oct 2025 *

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