Atmospheric qualities of online retailing

To address the lack of systematic research on the nature and effectiveness of online retailing, a conceptual model is proposed which examines the potential influence of atmospheric qualities of a virtual store. The underlying premise is that, given the demonstrated impact of store environment on shopper behaviors and outcomes in a traditional retailing setting, such atmospheric cues are likely to play a role in the online shopping context. A Stimulus–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 intervening effects of affective and cognitive states, influence the outcomes of online retail shopping in terms of approach/avoidance behaviors. Two individual 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 implications of the model are presented.