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Examining the relationships between online store atmospheric color, flow experience and consumer behavior

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  • Aboubaker Ettis, Saïd

Abstract

Although atmospherics and flow experience are widely studied, the relationship between online store atmospheric cues and flow experience has received a little attention. Furthermore, there is a lack of published results about the role of atmospheric color in creating flow. Using the Stimulus – Organism – Response model and the theory of optimal experience of flow, this study investigated the impact of online store background color on the achievement of flow and its effects on online consumer behavior. In this study, an online experiment was conducted to investigate the effects of a warm hue – yellow versus a cool hue – blue of the background and used a self-administered online survey for data collection. The results underscore the important role online store color plays in creating the flow experience and revealed that blue hue induces more flow than yellow. The two dimensions of flow (perceived enjoyment and concentration) have direct and mediating effects on purchase intention and revisit intention. Concentration, but not enjoyment, has direct and mediating effects on the number of viewed pages and time spent per visit. This research enhances our understanding of the relationship between online store atmospheric color and flow and highlights the role of flow as an extension of SOR model applied online. Other theoretical and managerial implications of the results are discussed. Finally, suggestions regarding future research are presented.

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  • Aboubaker Ettis, Saïd, 2017. "Examining the relationships between online store atmospheric color, flow experience and consumer behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 37(C), pages 43-55.
    • Handle: RePEc:eee:joreco:v:37:y:2017:i:c:p:43-55
    DOI: 10.1016/j.jretconser.2017.03.007
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    Cited by:

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    8. Barta, Sergio & Flavián, Carlos & Gurrea, Raquel, 2021. "Managing consumer experience and online flow: Differences in handheld devices vs PCs," Technology in Society, Elsevier, vol. 64(C).
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    14. Huang, Tseng-Lung, 2021. "Restorative experiences and online tourists’ willingness to pay a price premium in an augmented reality environment," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    15. Dastane, Omkar & Goi, Chai Lee & Rabbanee, Fazlul, 2020. "A synthesis of constructs for modelling consumers’ perception of value from mobile-commerce (M-VAL)," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    16. Dastane, Omkar & Goi, Chai Lee & Rabbanee, Fazlul, 2023. "The development and validation of a scale to measure perceived value of mobile commerce (MVAL-SCALE)," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    17. Rizomyliotis, Ioannis & Konstantoulaki, Kleopatra & Kostopoulos, Ioannis, 2018. "Reassessing the effect of colour on attitude and behavioural intentions in promotional activities: The moderating role of mood and involvement," Australasian marketing journal, Elsevier, vol. 26(3), pages 204-215.
    18. Lazaris, Chris & Vrechopoulos, Adam & Sarantopoulos, Panagiotis & Doukidis, Georgios, 2022. "Additive omnichannel atmospheric cues: The mediating effects of cognitive and affective responses on purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    19. Mbaye Fall Diallo & Isabelle Collin-Lachaud, 2019. "Impact of hedonic evaluation of technological innovations on revisit intention in a store digitalization context," Post-Print hal-03156206, HAL.
    20. Ketron, Seth & Spears, Nancy, 2020. "Schema-ing with color and temperature: The effects of color-temperature congruity and the role of non-temperature associations," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    21. Nur Endah Retno Wuryandari & Pradana Vincentiar & Dudi Permana, 2019. "Buying Intention through User Interface Design," European Research Studies Journal, European Research Studies Journal, vol. 0(3), pages 470-479.
    22. Kim, Dongyoup & Hyun, Hyowon & Park, Jungkun, 2020. "The effect of interior color on customers’ aesthetic perception, emotion, and behavior in the luxury service," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    23. Zhang, Wenyao & Zhang, Wei & Daim, Tugrul U., 2023. "Investigating consumer purchase intention in online social media marketing: A case study of Tiktok," Technology in Society, Elsevier, vol. 74(C).
    24. Nieves-Pavón, Sergio & López-Mosquera, Natalia & Jiménez-Naranjo, Héctor, 2023. "The factors influencing STD through SOR theory," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    25. (Daisy) Lyu, Jing & Krasonikolakis, Ioannis & Vrontis, Demetris, 2022. "A systematic literature review of store atmosphere in alternative retail commerce channels," Journal of Business Research, Elsevier, vol. 153(C), pages 412-427.

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