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The Role of Atmospheric Cues in Online Impulse-Buying Behavior

Floh, A and Madlberger, M, (2013) The Role of Atmospheric Cues in Online Impulse-Buying Behavior Electronic Commerce Research and Applications.

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Abstract

This study extends a stimulus-organism-response (S-O-R) model to include impulse-buying behavior, which plays a vital role in electronic shopping but has not gained much attention in e-commerce research. Grounding our research in environmental psychology, we test the effects of virtual atmospheric cues on online impulse-buying behavior and spending, via a consumer survey. The study applies elaborated mediating variables (shopping enjoyment and impulsiveness) to develop a structural model linking three categories of atmospheric cues of an electronic store (content, design, and navigation) to approach behavior variables (impulse-buying behavior and expenditure). The results support the validity of the S-O-R model in the context of online impulse-buying behavior and show a significant positive effect of two dimensions of virtual atmospheric cues (design and navigation)

Item Type: Article
Authors :
AuthorsEmailORCID
Floh, AUNSPECIFIEDUNSPECIFIED
Madlberger, M, UNSPECIFIEDUNSPECIFIED
Date : 1 August 2013
Identification Number : https://doi.org/10.1016/j.elerap.2013.06.001
Depositing User : Symplectic Elements
Date Deposited : 28 Mar 2017 15:52
Last Modified : 28 Mar 2017 15:52
URI: http://epubs.surrey.ac.uk/id/eprint/796887

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