How can online store layout design and atmosphere influence consumer shopping intention on a website?

被引:136
作者
Wu, Wann-Yih [1 ,4 ]
Lee, Chia-Ling [2 ]
Fu, Chen-Su [3 ]
Wang, Hong-Chun [3 ]
机构
[1] Natl Cheng Kung Univ, Dept Business Adm, Mkt, Tainan, Taiwan
[2] Natl Cheng Kung Univ, Dept Business Adm, Management, Tainan, Taiwan
[3] Natl Cheng Kung Univ, Dept Business Adm, Tainan, Taiwan
[4] Taiwan & Chinese Culture Univ, Taipei, Taiwan
关键词
Consumer behaviour; Purchase intention; Emotional arousal; Layout design; Website atmosphere;
D O I
10.1108/IJRDM-01-2013-0035
中图分类号
F [经济];
学科分类号
02 [经济学];
摘要
Purpose - Online retailing has attracted a lot of attention in recent years due to its great potential and significant implications for buyers and sellers. This study adopts the stimulus-organism-response (S-O-R) framework to illustrate how store layout design and atmosphere influence consumers' shopping intention on the website. Design/methodology/approach - The sample for this study comprised 626 respondents from the internet users. A structural equation model was employed to identify the interrelationships of store layout design, atmosphere, emotional arousal, attitude toward the website, and purchase intention. Findings - The analytical results of this study indicate that store layout design has significant impacts on emotional arousal and attitude toward the website, and thus has a positive influence on purchase intention. In addition, atmosphere has a more influential effect on emotional arousal than store layout design. Originality/value - This study provides new insights into the influences of store layout design and atmosphere on consumer online shopping intentions.
引用
收藏
页码:4 / +
页数:23
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