Defining, Applying and Customizing Store Atmosphere in Virtual Reality Commerce: Back to Basics?
AbstractThis paper studies the concept of Store Atmosphere in Virtual Commerce (V-Commerce) through the Web in order to empirically define its determinants and investigate their applicability and customization capabilities. A series of in depth interviews with field experts (study #1) along with an online questionnaire survey (study #2) served as the data collection mechanisms of the study. The empirical findings suggest that while the social aspect dimension of V-Commerce limits customization capabilities, it provides several innovative options for manipulating Store Atmosphere. Additionally, the results indicate that Store Atmosphere attributes can be grouped in three factors with high average scores concerning the importance users attach to them. Specifically, storefront, store theatrics, colors, music and graphics are grouped in Factor #1 and reflect the â€œStoreâ€™s Appealâ€. Crowding, product display techniques and innovative store atmosphere services are grouped in Factor #2 labeled â€œInnovative Atmosphereâ€, while store layout constitutes the only attribute included in Factor #3. The paper outlines the theoretical and managerial implications of these research results.
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Bibliographic InfoArticle provided by IGI Global in its journal International Journal of E-Services and Mobile Applications (IJESMA).
Volume (Year): 3 (2011)
Issue (Month): 2 (April)
Contact details of provider:
Web page: http://www.igi-global.com
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