Education and Human Sciences, College of (CEHS)


Date of this Version

Fall 12-1-2012

Document Type



A THESIS Presented to the Faculty of The Graduate College at the University of Nebraska In Partial Fulfillment of Requirements For the Degree of Master of Science, Major: Textiles, Merchandising, and Fashion Design, Under the Supervision of Professor Rita C. Kean. Lincoln, Nebraska: December, 2012

Copyright 2012 Eunju Yoon


Mehrabian and Russell (1974) developed the Stimulus-Organism-Response (S-O-R) model in environmental psychology. This model is used to examine the effects of physical stimuli on human emotions and response behaviors. The development of the Internet and electronic commerce has spurred interest in online shopping research. The S-O-R model has been applied widely to examine consumers’ emotions and responses towards online website stimuli (Eroglu, Machleit, & Davis, 2001; Eroglu, Machleit, and Davis, 2003; Menon & Kahn, 2002; Richard, 2005).

The main objective of this study was to examine the effects of website environmental cues on the consumer’s affective (i.e., hedonic attitude) and cognitive (i.e., utilitarian attitude) states that, in turn, influence consumer response behaviors (i.e., satisfaction and purchase intention). Through the review of literature, four online website environmental cues were identified as stimuli: website design, image interactivity technology (IIT), e-trust, and customization. Respondents (N=243) were college students at a midwestern university. The proposed hypotheses were tested via Mplus 6.11. Except for customization, statistically significant paths were found between three website environmental cues, respondents’ attitudes, and responses. The results indicated that perceived consumer attitudes played mediating roles between the website environmental cues and their response behaviors. The website design was the strongest determinant of consumers’ affective states. Also, e-trust was the strongest determinant of consumers’ cognitive states.

Findings of this study have useful implications for future research focusing on which website cues serve as determinants of consumer’s online apparel shopping attitudes. In addition, findings support the need for online retailers and website developers to provide online shoppers with visually appealing and trustworthy website interaction.

Advisor: Rita C. Kean