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Purpose-The purpose of this paper is to analyze fashion user-generated social stimulus in online buying environments. [newline]Research questions concerning consumers’ perceptions, experiences and potential purchasing outcomes are addressed. Theoretical background-Environments can affect shoppers’ emotional states and buying behaviour in the Stimulus-Organism-Response principle (Donovan and … We performed a between-participant experimental examine utilizing a comfort sample of college students. A whole of 206 members supplied usable responses for structural equation modeling evaluation. The results confirmed that the level of IIT and EA positively affected shopping enjoyment in addition to decreased perceived danger towards the online retailer.
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