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In-store atmospherics involve quantified physical and social aspects; however, the social quality of a web-based retailing context has largely been under-examined. This study addressed some antecedents and conse-quences of social ambience in virtual shopping (or e-social ambience) within a web-based U.S. retailingfashion context. This study explored the role of social cues as a viable antecedent to e-social ambience andemotions as its consequence. A conceptual framework was built postulating the effect of social cue for webcontent, on e-social ambience, emotions, and e-shopping enjoyment. The experimental results (n=488) on afictitious retail T-shirt website confirmed the positive correlation among the variables; in addition, the level ofsocial cues included within the web content significantly increased the level of customer-perceived e-socialambience of the website and subsequent positive on-site emotions. On-site emotions positively influencepurchase intentions. The results expand the current understanding of e-store management by providing novelinsight relevant to fashion companies that wish to provide customers with a quality website shopping experi-ence.Key words

Social Cues, E-Social Ambience, and Emotions in Web-Based Fashion Retailing: A Case of U.S. Shoppers