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Empirical testing of a model of online store atmospherics and shopper responses

Empirical testing of a model of online store atmospherics and shopper responses This study empirically tests a model that proposes that the atmospheric cues of the online store influence shoppers' emotional and cognitive states, which then affect their shopping outcomes. The results support the model propositions and show a significant effect of site atmospherics on shopper attitudes, satisfaction, and various approach/avoidance behaviors as a result of the emotions experienced during the shopping episode. In addition, the findings confirm the hypothesized moderating effects of two individual traits, namely, involvement and atmospheric responsiveness. The results underscore the role that online store atmospherics play in creating positive reactions from shoppers and demonstrate that these positive reactions will be more pronounced under certain conditions. © 2003 Wiley Periodicals, Inc. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Psychology & Marketing Wiley

Empirical testing of a model of online store atmospherics and shopper responses

Psychology & Marketing , Volume 20 (2) – Feb 1, 2003

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References (29)

Publisher
Wiley
Copyright
Copyright © 2003 Wiley Periodicals, Inc.
ISSN
0742-6046
eISSN
1520-6793
DOI
10.1002/mar.10064
Publisher site
See Article on Publisher Site

Abstract

This study empirically tests a model that proposes that the atmospheric cues of the online store influence shoppers' emotional and cognitive states, which then affect their shopping outcomes. The results support the model propositions and show a significant effect of site atmospherics on shopper attitudes, satisfaction, and various approach/avoidance behaviors as a result of the emotions experienced during the shopping episode. In addition, the findings confirm the hypothesized moderating effects of two individual traits, namely, involvement and atmospheric responsiveness. The results underscore the role that online store atmospherics play in creating positive reactions from shoppers and demonstrate that these positive reactions will be more pronounced under certain conditions. © 2003 Wiley Periodicals, Inc.

Journal

Psychology & MarketingWiley

Published: Feb 1, 2003

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