Effects of image interactivity technology adoption on e-shoppers' behavioural intentions with risk as moderator

This study assessed the impacts of advanced image interactivity technology (IIT) adoption on e-shoppers' behavioural intentions through an integrated model. Also, we investigated the mediating role of e-shopping satisfaction and examined the moderating effects of perceived risk on e-shoppers' responses towards e-tailer through both experiential value and e-shopping satisfaction. The proposed model was supported by the online survey data from 302 participants with experience in browsing an apparel retail Web site. The results indicate that telepresence has significant effects on utilitarian value and hedonic value, respectively. Furthermore, these two values have strong impacts on e-shopping satisfaction, which, in turn, is significantly related to e-shoppers' intentions to purchase from and rebrowse the e-tailer Web site. Besides, e-shopping satisfaction completely mediates the effects of its antecedents on behavioural intentions and the moderating effects of perceived risk are not significant as expected. Finally, managerial implications and research limitations are also discussed in this article.