Critical Atmospheric Cues in Designing Online Stores: The Case of Amazon.com

Abstract

Online store environments have changed due to advancements in broadband speed and web development technologies. Despite the widespread real-time interactive features in online stores, social cues have been overlooked in a great number of taxonomies of online store atmospheric cues. To fill the gap, this study considers social cues with other atmospheric cues (i.e., visual, information, and navigation) in the taxonomy, and examines critical atmospheric cues that can generate a pleasure emotional response. The study also investigates whether the pleasure emotional response can lead to the approach behavior of consumers. Amazon.com, the U.S. top online pure player, is used as the specific research setting, and the results demonstrate that all atmospheric cues except visual cues can generate the pleasure emotional response. The pleasure emotional response turned out to be a significant predictor of the approach behavior.

Linking Sustainability-Oriented Marketing to Social Media and Web Atmospheric Cues

“…Moreover, SMEs use the cues to make sure that consumers are provided with relevant information about their products so that their satisfaction could be achieved [36]. Some of the important information cues in social media are identified as qualitative details regarding the product and its relevance with respect to consumer preference [45].…”

“…In the light of atmospheric cues, social cues have been associated with social media to the greatest extent. With respect to social interaction on social media platforms, consumers provide emotional response when they explore relativity and environment-based features on the applications [45]. Moreover, it becomes easy for the consumers to use social media when the organization has used easy and flexible options for interacting with the representatives [41] and thus, it becomes effective to receive fruitful response from the consumers.…”

“…The questionnaire was designed addressing special features and some of the parameters that almost all of the consumers tend to look on different social media platforms, such as Facebook, Twitter, Instagram, LinkedIn and YouTube [18]. With respect to the questions, it is evaluated that the most pleasing factors for consumers related to social media are layouts, engaging colors and graphics, interactive designs, and attractive images [45]. From Table 2, it is interpreted that the SMEs that understand preferred choices of their targeted consumers are more likely to gain increasing attention, which guarantees organizational survival in the current competitive market.…”

“…However, some of the useful approaches are integrated in such a way that consumers are satisfied while their positive responses are achieved throughout their business growth [18]. With respect to sustainable marketing strategies, it is explored that most of the companies have transformed their social media by catering to consumer needs to maximize their attention and interest to the greatest level [45]. Consumer behavior is influenced only when SMEs tend to fulfill consumer needs by posting valuable information as well as offers that brings pleasure to them.…”

Online Marketing for Media: The Case of Greek News Websites

“…Apart from social media, the content promotion and distribution is also supported by the use of the "print" and "e-mail" buttons (Antonopoulos & Veglis, 2012). At the sime time, text enrichment elements like pictures or videos can draw the audience's attention and add value to the article by using information or social cuess as an online store (Koo & Park, 2017). Based on the aforementioned theory, we formulated a number of hypotheses which are presented in the next section.…”