As information and communication technologies (ICTs) become more advanced, consumers are able to experience retailing activities such as searching for products and services in online retail shops and for Internet-exclusive branded contents. Specifically, fashion retailers are facing the need to develop more novel experiential design than one another to maximize customers’ experience in Internet websites and secure sustainable competency. Confirming methods of organic integration of experiential and visual features of both online and mobile channels is an important aspect of the study of extended consumers’ interfaces of retail channels. Mehrabian and Russell’s stimulusorganism- response (S-O-R) paradigm and Sugiyama and Andree’s attention, interest, search, action, and share (AISAS) model were used for this research. Specifically, the present study considered the effect of e-commerce website features on consumers’ emotional reactions (pleasure and arousal) and the consequent impact on online consumer behaviors (search, action, and share). Hence, plus the self-reported survey methods, each subject’s psychophysiological indicators (i.e., pleasure and arousal) were measured to obtain more objective and reliable data and to redeem the results of the self-reported survey. Findings revealed the implications of the e-commerce website feature by comprehending the S-O-R paradigm and AISAS model and extending the understanding of the role of variables associated with comprehended frameworks based on psychophysiological data.

Abstract
 1. Introduction
 2. Literature Review
  2.1. S-O-R Paradigm
  2.2. Hypotheses Development
 3. Methodology
  3.1. Subject
  3.2. Stimulus
  3.3. Procedure
  3.4. Psychophysiological Measurement
 4. Results and Discussion
  4.1. Psychophysiological Responses toTechnological Features of E-CommerceWebsites (S-O)
  4.2. Affective Internal State Responses onBehavioral Responses (O-R)
 5. Conclusion and Future Works
 REFERENCES

• Yeo Jin Jung(Department of Textiles, Merchandising and Fashion Design, Seoul National University) Corresponding Author
• Yuri Lee(Department of Textiles, Merchandising and Fashion Design / The Research Institute of Human Ecology, Seoul National University)
• Ha Youn Kim(Department of Textiles, Merchandising and Fashion Design, Seoul National University)
• So-Yeon Yoon(Department of Design Environmental Analysis, Cornell University)