In omnichannel retailing, interactivity is an essential feature of virtual environments. Given the prevalence of Instagram advertising among retail brands, a better understanding of the effect of its interactivity may offer a competitive advantage to retail brands. The S-O-R model guided...

Purpose: To examine the relationships among website design features, consumer experience responses and patronage intention toward online mass customization (OMC) apparel websites. Design/methodology/approach: A total of 312 useable online surveys were obtained from Mainland China consumers....

Purpose: The purpose of this paper is to examine whether experiential offerings from two types of retailers play a significant role in consumer responses toward Indian malls. Specifically, this study examined the relationships between consumer perceptions of experience economy 4E constructs...