Empirical testing of a model of online store atmospherics and shopper responses
Article first published online: 17 JAN 2003
Copyright © 2003 Wiley Periodicals, Inc.
Psychology & Marketing
Special Issue: Behavioral Dimensions of E-Commerce
Volume 20, Issue 2, pages 139–150, February 2003
How to Cite
Eroglu, S. A., Machleit, K. A. and Davis, L. M. (2003), Empirical testing of a model of online store atmospherics and shopper responses. Psychol. Mark., 20: 139–150. doi: 10.1002/mar.10064
- Issue published online: 17 JAN 2003
- Article first published online: 17 JAN 2003
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.