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Empirical testing of a model of online store atmospherics and shopper responses
Author(s) -
Eroglu Sevgin A.,
Machleit Karen A.,
Davis Lenita M.
Publication year - 2003
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.10064
Subject(s) - atmospherics , psychology , affect (linguistics) , cognition , social psychology , advertising , cognitive psychology , communication , business , cognitive science , neuroscience
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.