Virtual store layout effects on consumer behaviour

Manganari, Emmanouela E.; Siomkos, George J.; Rigopoulou, Irini; Vrechopoulos, Adam P.

doi:10.1108/10662241111139336

Cited by 88 publications

(46 citation statements)

References 61 publications

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“…These authors suggest that external stimulus (like web atmospheric cues) affect consumers’ internal states and, in turn, they have an effect on behavioral responses. In the online shopping environment, some researchers use actual stimuli (Wang et al, 2010; Animesh et al, 2011; Kim and Lennon, 2013), and others use customer assessments of the stimuli to denote the stimulus segment of the model (Nath, 2009; Koo and Ju, 2010; Manganari et al, 2011). Eroglu et al (2001, 2003) proposed two types of webmospheric cues which named high and low task relevant cues.…”

Section: Introductionmentioning

confidence: 99%

Analyzing the User Behavior toward Electronic Commerce Stimuli

Lorenzo-Romero

Alarcón‐del‐Amo

Gómez-Borja

2016

Front. Behav. Neurosci.

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Based on the Stimulus-Organism-Response paradigm this research analyzes the main differences between the effects of two types of web technologies: Verbal web technology (i.e., navigational structure as utilitarian stimulus) versus non-verbal web technology (music and presentation of products as hedonic stimuli). Specific webmosphere stimuli have not been examined yet as separate variables and their impact on internal and behavioral responses seems unknown. Therefore, the objective of this research consists in analyzing the impact of these web technologies –which constitute the web atmosphere or webmosphere of a website– on shopping human behavior (i.e., users’ internal states -affective, cognitive, and satisfaction- and behavioral responses – approach responses, and real shopping outcomes-) within the retail online store created by computer, taking into account some mediator variables (i.e., involvement, atmospheric responsiveness, and perceived risk). A 2 (“free” versus “hierarchical” navigational structure) × 2 (“on” versus “off” music) × 2 (“moving” versus “static” images) between-subjects computer experimental design is used to test empirically this research. In addition, an integrated methodology was developed allowing the simulation, tracking and recording of virtual user behavior within an online shopping environment. As main conclusion, this study suggests that the positive responses of online consumers might increase when they are allowed to freely navigate the online stores and their experience is enriched by animate gifts and music background. The effect caused by mediator variables modifies relatively the final shopping human behavior.

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Section: Introductionmentioning

confidence: 99%

Analyzing the User Behavior toward Electronic Commerce Stimuli

Lorenzo-Romero

Alarcón‐del‐Amo

Gómez-Borja

2016

Front. Behav. Neurosci.

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“…Outcomes of the Navigation Experience Koufaris (2002) Ease of use, perceived usefulness, entertainment, control, concentration Purchase intentions Lee and Lin (2005) Website design, viability, reactivity, customization Perceived quality, satisfaction, purchase intentions Hausman and Siekpe (2009) Entertainment, utility, information and content Purchase intentions, revisit intentions Constantinides et al (2010) Usability, interactivity, aesthetics, marketing mix and trust Website selection Manganari et al (2011) Ease of use Trust, satisfaction Rose et al (2012) Ease of use, aesthetics, perceived benefits, connectivity, customization, ability, challenge, interaction speed, immersion Satisfaction, trust, purchase intention Hsu et al (2012) Website quality Satisfaction, purchase intention Ha and Stoel (2012) Privacy and security, content and functionality, customer service, atmosphere Satisfaction, purchase intention Hsu et al (2012) Utility and perceived ease of use Satisfaction, loyalty Pappas et al (2014) Customization Purchase intentions Pallud and Straub (2014) Content, made for the medium, ease of use, promotion, emotion, aesthetics, subjective norms, attitudes, facilitating conditions…”

Section: Variables Of the Navigation Experiencementioning

confidence: 99%

Local Food Shopping: Factors Affecting Users’ Behavioural E-Loyalty

López

Virto

Gutiérrez

2018

Administrative Sciences

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While most research on electronic commerce has focused on customer behaviour according to websites' functional tasks, consumers are influenced by many other factors such as website content and design, especially in online food shopping. This is the first study that aims to examine which variables best explain satisfaction and behavioural e-loyalty (to return to the website and purchase) regarding online local food shopping. It empirically tested a model with a local food e-commerce website using a sample of 305 real e-buyers. The partial least squares structural equation modeling (PLS-SEM) technique was used to estimate the structural relationships. The findings revealed that all the tasks of a website could be strategically designed to enhance users' loyalty, and stressed the importance of measuring how all website features jointly influence perceived flow and control. This study makes a significant contribution to the consumer literature that deals with local food websites, a subject which is currently under-researched, and the eventual impact on behavioural e-loyalty.

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“…Therefore, parallel literature is reviewed in terms of brick and Furthermore, customers obtain satisfaction from their shopping when the entire shopping experience either meets or exceeds their expectations prior to shopping, and it can be achieved when they have ease in shopping, ease in fulfilling the transaction process, and customer satisfaction after purchasing and consuming goods or services (Dunne et al, 2002). Furthermore, it has already been proven that the store environment (store layouts and design: one of the important environmental cues of the brick and mortar and online retail environment) plays an important role in providing shoppers with a feeling of ease in shopping (Manganari et al, 2011;Vrechopoulos et al, 2004). Other researchers have also provided a plethora of research in which they have proven that the retail environment contributes a major role for making shopping easy and enjoyable (Varley and Rafiq, 2014;Quartier, 2011;Dunne et al, 2002;Eroglu et al, 2001; Donovan et al, 1994;Donovan and Rossiter, 1982).…”

Section: Literature Reviewmentioning

confidence: 99%

3D Servicescape Model: Atmospheric Qualities of Virtual Reality Retailing

Dad¹,

Davies²,

Rehman³

2016

ijacsa

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Abstract-The purpose of this paper is to provide a 3D servicescape conceptual model which explores the potential effect of 3D virtual reality retail stores' environment on shoppers' behaviour. Extensive review of literature within two different domains, namely: servicescape models, and retail atmospherics, was carried out in order to propose a conceptual model. Further, eight detailed interviews were conducted to confirm the stimulus dimension of the conceptual model. A 3D servicescape conceptual model is offered on the basis of stimulus-organism-dimension, which proposes that a 3D virtual reality retail (VRR) store environment consists of physical, social, socially symbolic and natural dimensions. These dimensions are proposed to affect shoppers' behaviour through the mediating variables of emotions (pleasure and arousal). An interrelationship between pleasure and arousal, as mediating variables, is also proposed. This research opens a number of new avenues for further research through the proposed model of shoppers' behaviour in a VRR store environment. Further, a systematic taxonomy development of VRR store environment is attempted through this proposed model that may prove to be an important step in theory building. A comprehensive 3D service scape model along with a large number of propositions is made to define a 3D VRR store environment.

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Virtual store layout effects on consumer behaviour

Cited by 88 publications

References 61 publications

Analyzing the User Behavior toward Electronic Commerce Stimuli

Analyzing the User Behavior toward Electronic Commerce Stimuli

Local Food Shopping: Factors Affecting Users’ Behavioural E-Loyalty

3D Servicescape Model: Atmospheric Qualities of Virtual Reality Retailing

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