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

We use one eye-tracking experiment and two laboratory experiments to examine how the primary navigation (novel versus ordinary) of the apparel e-retailer influenced consumers' attention, novelty perception, arousal, and approach behavior. Results show that the novel primary navigation leads to increased attention, novelty perception, and arousal and an increased willingness to approach the online store. Novelty perception and arousal serially mediate the effect of the primary navigation on approach behavior. In the relationship between the primary navigation and consumers' approach behavior, the atmospheric responsiveness plays a moderating role. This study provides managerial implications for online store owners about the design of the primary navigation.