Empirical testing of a model of online store atmospherics and shopper responses
2003; Wiley; Volume: 20; Issue: 2 Linguagem: Inglês
10.1002/mar.10064
ISSN1520-6793
AutoresSevgin Eroğlu, Karen A. Machleit, Lenita Davis,
Tópico(s)Customer Service Quality and Loyalty
ResumoAbstract 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.
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