Abstract
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.
Highlights
Given the extended increasing of online stores, some authors are focusing their research on studying an “extended” term: Web atmospheric, called webmosphere by Childers et al (2001), or virtual store atmosphere by Vrechopoulos et al (2000), or online store environment by Manganari et al (2009)
Because our intention is focused on study of specific atmospheric cue, we propose the following hypothesis: H2−4: An online shopping web with music will affect in more approach responses of users than a web site without music
A 2 (“free” versus “hierarchical” navigational structure) × 2 (“on” versus “off ” music) × 2 (“moving” versus “static” images) between-subjects computer experimental design was used to carry out the research
Summary
Kotler (1973) defines atmospherics as “the conscious designing of space to create certain buyer effects, the designing of buying environments to produce specific emotional effects in the buyer that enhance purchase probability.” Given the extended increasing of online stores, some authors are focusing their research on studying an “extended” term: Web atmospheric, called webmosphere by Childers et al (2001), or virtual store atmosphere by Vrechopoulos et al (2000), or online store environment by Manganari et al (2009). Given the extended increasing of online stores, some authors are focusing their research on studying an “extended” term: Web atmospheric, called webmosphere by Childers et al (2001), or virtual store atmosphere by Vrechopoulos et al (2000), or online store environment by Manganari et al (2009). This concept is defined by Dailey (2004) as “the conscious designing of web environments to create positive effects (e.g., positive affect, positive cognitions, etc.) in users in order to obtain more positive responses A technology oriented perspective that focus on shopping as a cold information systems, with no enjoyable environments, is probable to be decreased, specially for products with hedonic attributes (Hirschman and Holbrook, 1982; Childers et al, 2001; Solaymani et al, 2012)
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