Atmospheric qualities of online retailing - A conceptual model and implications

To address the lack of systematic research on the nature and effectiveness of online retailing, a conceptual model is proposed which examines the pote ntial influence of atmospheric qualities of a virtual store. The underlying premise is that, given the demonstrated impact of store environment on sho pper behaviors and outcomes in a traditional retailing setting, such atmosp heric cues are likely to play a role in the online shopping context. A Stim ulus-Organism-Response (S-O-R) framework is used as the basis of the model which posits that atmospheric cues of the online store, through the interve ning effects of affective and cognitive states, influence the outcomes of o nline retail shopping in terms of approach/avoidance behaviors. Two individ ual traits, involvement and atmospheric responsiveness, are hypothesized to moderate the relationship between atmospheric cues and shoppers' affective and cognitive reactions. Propositions are derived and the research implica tions of the model are presented. (C) 2001 Elsevier Science Inc. All rights reserved.