Journal
JOURNAL OF RETAILING AND CONSUMER SERVICES
Volume 15, Issue 4, Pages 237-249Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.jretconser.2007.03.004
Keywords
Store atmospheric design factors; Store image; Merchandise quality; Web-based stores
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This study investigates two design factors of store atmosphere in relation to store image and consumers' expectations of merchandise quality for web-based stores. We address this purpose through the use of the Stimulus-Organism-Response (S-O-R) model on which five hypotheses were drawn based on research conducted with brick-and-mortar and web-based stores. In order to test the hypotheses, four treatment combination stimuli were developed by two types of storefront designs (thematic/non-thematic) and two types of information display (picture-based/text-based). A total of 307 college student questionnaires were analyzed. The findings provide a better understanding of consumer's behavior toward web-based stores. Experiment results suggest that, consumers reacted more positively to web-based stores using a thematic and picture-based store design than web-based stores using a non-thematic and text-based store design. The methods of information display (picture-based/text-based) were positively related to a convenient store image and consumers' expectation of merchandise quality. In addition, there was a mediating effect of store image between store atmosphere and consumers' expectations of merchandise quality. (C) 2007 Elsevier Ltd. All rights reserved.
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