Journal of Retailing and Consumer Services 14 (2007) 95–107 Influences of online store perception, shopping enjoyment, and shopping involvement on consumer patronage behavior towards an online retailer $ Jihyun Kim a,Ã , Ann Marie Fiore b , Hyun-Hwa Lee c a Virginia Polytechnic Institute and State University, 111 Wallace Hall, Blacksburg, VA 24061, USA b Iowa State University, 1062 LeBaron Hall, Ames, IA 50011, USA c Bowling Green State University, 206 Johnston Hall, Bowling Green, OH 43403, USA Abstract Online apparel retailers have adopted various types of image interactivity technology (IIT), such as close-up pictures or zoom-in functions, mix-and-match functions, and 3D virtual models to enhance consumers’ online shopping experience. The purpose of the present study was to examine the influence of level of IIT on consumer perception of online retail environment, shopping enjoyment, shopping involvement, a desire to stay, and patronage intention. Significant structural relationships between these research variables were found, supporting a pleasure-oriented conceptual model of consumer patronage behavior in the online retailing environment. Theoretical and managerial implications are discussed. r 2006 Elsevier Ltd. All rights reserved. Keywords: Interactivity; Virtual model; Online retailer; Shopping enjoyment; Patronage behavior 1. Introduction Even though online sales still represent a small segment of overall retail sales, online sales are growing rapidly (DesMarteau, 2004). US Department of Commerce re- ported that the e-commerce sales estimate in the third quarter of 2005 increased 26.7% from the third quarter of 2004 and 2.7% from the second quarter of 2005 (Quarterly retail e-commerce sales, 2005). Apparel became the second largest online product category with $6 billion in sales in 2003, which is doubled from the sales in 2001 (United States Department of Commerce, 2003, 2005). Online sales of apparel grew by 54% in 2003, eclipsing the growth rates of online stalwarts such as books, music, videos, software, and hardware (Marlin, 2004). Hence, with apparel sales burgeoning, understanding the impact of image interactiv- ity technology (IIT) on an apparel firm takes on more significance. Steuer (1992) defined interactivity as the ‘‘extent to which users can participate in modifying the form and content of a mediated environment in real time (p. 84).’’ Interactivity of a Web site may offer a wide range of benefits to customers and marketers including facilitated communications, customiza- tion of presented information, image manipulation, and entertainment (Fiore et al., 2005a). Moreover, the interactive nature of Web sites has been credited with positively affecting consumer responses, including increasing the desire to browse and purchase online (Fiore and Jin, 2003; Fiore et al., 2005a, b; Gehrke and Turban, 1999; Lee et al., in press; Mathwick, 2002). In the present study we focus on one aspect of IIT employed by Internet apparel retailers, the 3D virtual model, which provides the ability to manipulate presentation of an apparel product or combinations of products on a virtually created body on a Web site. This IIT method allows the viewer/shopper to view the garments from various angles or distances (Fiore and Jin, 2003). IIT offers an innovative way to present the pro- duct, articulate product attributes, and simulate product ARTICLE IN PRESS www.elsevier.com/locate/jretconser 0969-6989/$ - see front matter r 2006 Elsevier Ltd. All rights reserved. doi:10.1016/j.jretconser.2006.05.001 $ This research was partially funded by Iowa State University’s College of Family and Consumer Sciences Research Incentive Grant. Ã Corresponding author. Tel.: +1 540 231 6177; fax: +1 540 231 1697. E-mail addresses: jhkim@vt.edu (J. Kim), amfiore@iastate.edu (A.M. Fiore), leeh@bgnet.bgsu.edu (H.-H. Lee).