Journal
EUROPEAN JOURNAL OF MARKETING
Volume 43, Issue 9-10, Pages 1140-1153Publisher
EMERALD GROUP PUBLISHING LIMITED
DOI: 10.1108/03090560910976401
Keywords
Electronic commerce; Retailing; Worldwide web; Consumer behaviour
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Purpose - The purpose of this study is to provide a conceptual framework for studying the effects of online store atmosphere on consumer behaviour and a compilation of empirical studies from the time when research on wet) atmospherics emerged in the literature in 19(A until today. Design/methodology/approach - A desk research approach is followed in order to concentrate empirical research on the effects of online store atmosphere on consumer behaviour from top academic journals and conference proceedings through an interdisciplinary research approach (i.e marketing and information systems literature). Findings - Extant research is concentrated and presented in a structured way. Online store atmosphere influences various aspects of consumer behaviour online. However, there are many open research issues on the effects of online store atmosphere on consumer behaviour. Originality/value - The present study develops a parsimonious conceptual framework for studying the effects of online store atmosphere, summrises the knowledge on online store atmosphere in a and systematic manner, and identifies gaps and opportunities for advancing established knowledge. No single comprehensive collection of empirical research progress on online store atmosphere exists. The paper constitutes a valuable reference of compact information and future research suggestions for both academics and practitioners.
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