The objective of this study was to examine the effects of image interactivity technology (IIT) features and an individual difference, experimenting with appearance (EA), on consumers’ shopping enjoyment, risk perception, and attitude toward an online retailer. We conducted a between-participant experimental study using a convenience sample of college students. A total of 206 participants provided usable responses for structural equation modeling analysis. The results showed that the level of IIT and EA positively affected shopping enjoyment as well as decreased perceived risk toward the online retailer. In turn, shopping enjoyment and perceived risk significantly influenced the consumers’ attitude toward the online retailer, as hypothesized. The findings of the study suggest that e-commerce business for online apparel retailers may continuously need to develop richer IIT features (innovative yet playful) to meet consumers’ demand and secure consumers’ loyalty.
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