The Influence of Online Store Atmosphere and Design on Customer's Emotional Arousal, Attitude, and Purchasing Intention

• Main Authors: Chia-ling Lee, 李佳陵
• Other Authors: Wann-Yih Wu
• Format: Others
• Language: en_US
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/27848197431425458748

碩士 === 國立成功大學 === 企業管理學系碩博士班 === 97 === Online retailing has attracted a lot of attention in recent years due to its potential and implication for buyers and sellers. Baker et al. (1994) stated that atmospheric cues may be more influential than other marketing inputs at the point of purchase. As a result, this study adopts the S-O-R framework to illustrate how layout design and ambience atmosphere influence consumers shopping intention on the website. Beside, consumer’s characters are suggested to moderate the relationship between layout design, ambience atmosphere and emotional arousal and shoppers’ attitude toward the website. In this study, we adopt universal value (Schwartz, 1992) to examine its moderating effects on the relationship between stimulus and organism in S-O-R framework. The results of this study indicate that layout design, ambience atmosphere, emotional arousal, and attitude toward the website positively influence purchasing intention. Besides, ambience atmosphere presents more influential effect than layout design. Moreover, openness- to change and self-enhancement positively moderate the relationship between ambience atmospheres, and attitude toward the website, whereas, conservation has negative moderate effect on the relationship between ambience atmospheres, and attitude toward the website.