Navigating in online stores: The effect of the primary navigation on consumers’ response—A study based on the apparel e-retailer

作者：

Highlights：

• Two kinds of primary navigation (novel vs. ordinary) are examined.

• The novel primary navigation leads to increased attention.

• The novel primary navigation leads to an increased willingness to approach the online store.

• Novelty perception and arousal serially mediate the effect of the primary navigation on approach behavior.

摘要

•Two kinds of primary navigation (novel vs. ordinary) are examined.•The novel primary navigation leads to increased attention.•The novel primary navigation leads to an increased willingness to approach the online store.•Novelty perception and arousal serially mediate the effect of the primary navigation on approach behavior.

论文关键词：Primary navigation,Attention,Novelty perception,Arousal,Approach behavior

论文评审过程：Received 31 July 2021, Revised 22 February 2022, Accepted 7 March 2022, Available online 12 March 2022, Version of Record 14 March 2022.

论文官网地址：https://doi.org/10.1016/j.elerap.2022.101134