Journal
JOURNAL OF RETAILING AND CONSUMER SERVICES
Volume 21, Issue 2, Pages 211-219Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.jretconser.2013.09.001
Keywords
Atmospheric cues; Positive emotions; Loyalty intentions; Age; Online store; Offline store
Categories
Ask authors/readers for more resources
Effects of atmospheric cues are usually not compared across offline and online contexts as well as across age groups. This study proposes a model that examines the effect of the atmospheric cues graphics design and information design on positive emotions and loyalty intentions. The model is compared across offline and online stores and regards the consumers' age as moderator. A field study was conducted, which collected data from 363 customers. Hypotheses are tested using structural equation modeling. Results for the offline context reveal that graphics design foster positive emotions and loyalty. Information design predicts loyalty. Results for the online context reveal that information design is salient over graphics design. Information design fosters positive emotions and loyalty, while graphics design does not. Further, we found that in the offline context positive emotions predict loyalty among younger customers but not among older ones. In the online context the effect of graphics design on loyalty is stronger and, thus, significant for younger customers than compared to older ones. (C) 2013 Elsevier Ltd. All rights reserved.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available