IDEAS home Printed from https://ideas.repec.org/p/gtr/gatrjs/jmmr143.html
   My bibliography  Save this paper

Do Web Atmospherics Affect Purchase Intention? The Role of Color and Product Display

Author

Listed:
  • Kharina Dwinanda Putri

    (Magister Management-Universitas Indonesia, Indonesia Author-2-Name: Tengku Ezni Balqiah Author-2-Workplace-Name: Faculty of Economics and Business, Universitas Indonesia)

Abstract

"Objective � The growth of online retailers has increased competition in online business. This situation has forced online retailers to design web atmospherics more attractively. This empirical study examines how web atmospherics, namely, web color and product display, will influence visitor responses. Methodology/Technique � The method was experimental design. Using factorial design and ANOVA, this paper investigates whether cool colors (versus warm) and models (versus without a model) generate more positive emotional arousal, attitude, and purchase intention. Four artificial websites, based on a combination of web color and product display (with versus without model), were developed; 120 participants evaluated each website between subjects. Findings � The result show that a cool color, with a model on the product display, can stimulate emotions and more positive attitude toward a website than any other combination. Furthermore, it will encourage purchase intention. Novelty � This research combines color and human models to offer apparel products on an artificial website. The combination can be implemented in a real apparel website to optimize an online business."

Suggested Citation

  • Kharina Dwinanda Putri, 2017. "Do Web Atmospherics Affect Purchase Intention? The Role of Color and Product Display," GATR Journals jmmr143, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:jmmr143
    as

    Download full text from publisher

    File URL: http://gatrenterprise.com/GATRJournals/pdf_files/JMMR%20Vol%202(2)/12.JMMR-Kharina-Dwinanda-Putri-CIMSSR-00728.pdf
    Download Restriction: http://gatrenterprise.com/GATRJournals/online_submission.html
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Dailey, Lynn, 2004. "Navigational web atmospherics: Explaining the influence of restrictive navigation cues," Journal of Business Research, Elsevier, vol. 57(7), pages 795-803, July.
    2. Eroglu, Sevgin A. & Machleit, Karen A. & Davis, Lenita M., 2001. "Atmospheric qualities of online retailing: A conceptual model and implications," Journal of Business Research, Elsevier, vol. 54(2), pages 177-184, November.
    3. Mummalaneni, Venkatapparao, 2005. "An empirical investigation of Web site characteristics, consumer emotional states and on-line shopping behaviors," Journal of Business Research, Elsevier, vol. 58(4), pages 526-532, April.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Affan Ahmed Khan & Ming Zheng Wang & Sadaf Ehsan & Mohammad Nurunnabi & Maaida Hussain Hashmi, 2019. "Linking Sustainability-Oriented Marketing to Social Media and Web Atmospheric Cues," Sustainability, MDPI, vol. 11(9), pages 1-28, May.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. (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.
    2. Sanjeev Prashar & T. Sai Vijay & Chandan Parsad, 2017. "Effects of Online Shopping Values and Website Cues on Purchase Behaviour: A Study Using S–O–R Framework," Vikalpa: The Journal for Decision Makers, , vol. 42(1), pages 1-18, March.
    3. Gao, Lingling & Bai, Xuesong, 2014. "Online consumer behaviour and its relationship to website atmospheric induced flow: Insights into online travel agencies in China," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 653-665.
    4. Mazaheri, Ebrahim & Richard, Marie Odile & Laroche, Michel & Ueltschy, Linda C., 2014. "The influence of culture, emotions, intangibility, and atmospheric cues on online behavior," Journal of Business Research, Elsevier, vol. 67(3), pages 253-259.
    5. Loureiro, Sandra Maria Correia & Roschk, Holger, 2014. "Differential effects of atmospheric cues on emotions and loyalty intention with respect to age under online/offline environment," Journal of Retailing and Consumer Services, Elsevier, vol. 21(2), pages 211-219.
    6. Mansoora Ahmed & Sun Zehou & Syed Ali Raza & Muhammad Asif Qureshi & Sara Qamar Yousufi, 2020. "Impact of CSR and environmental triggers on employee green behavior: The mediating effect of employee well‐being," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(5), pages 2225-2239, September.
    7. Hristo Katrandjiev & Ivo Velinov, 2014. "Investigation of Online Visual Merchandising (OVM) Elements of Apparel Web Stores," Economic Alternatives, University of National and World Economy, Sofia, Bulgaria, issue 1, pages 84-98, January.
    8. Pierre Volle & Ahmed Anis Charfi, 2011. "Valeur perçue et comportements en ligne en état d'immersion : le rôle modérateur de l'implication et de l'expertise," Post-Print halshs-00638649, HAL.
    9. 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.
    10. Dan Huang & Zhiyong Li & Jian Mou & Xinyi Liu, 2017. "Effects of flow on young Chinese consumers’ purchase intention: a study of e-servicescape in hotel booking context," Information Technology & Tourism, Springer, vol. 17(2), pages 203-228, June.
    11. Hsieh, Jung-Kuei & Hsieh, Yi-Ching & Chiu, Hung-Chang & Yang, Ya-Ru, 2014. "Customer Response to Web Site Atmospherics: Task-relevant Cues, Situational Involvement and PAD," Journal of Interactive Marketing, Elsevier, vol. 28(3), pages 225-236.
    12. Basu, Rituparna & Paul, Justin & Singh, Kandarp, 2022. "Visual merchandising and store atmospherics: An integrated review and future research directions," Journal of Business Research, Elsevier, vol. 151(C), pages 397-408.
    13. Rayburn, Steven W. & Anderson, Sidney T. & Zank, Gail M. & McDonald, Imani, 2022. "M-atmospherics: From the physical to the digital," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    14. de Kervenoael, Ronan & Aykac, D. Selcen O. & Palmer, Mark, 2009. "Online social capital: Understanding e-impulse buying in practice," Journal of Retailing and Consumer Services, Elsevier, vol. 16(4), pages 320-328.
    15. Lee, Seunghyun & Ha, Sejin & Widdows, Richard, 2011. "Consumer responses to high-technology products: Product attributes, cognition, and emotions," Journal of Business Research, Elsevier, vol. 64(11), pages 1195-1200.
    16. Laroche, Michel & Li, Rong & Richard, Marie-Odile & Zhou, Mi, 2022. "An investigation into online atmospherics: The effect of animated images on emotions, cognition, and purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    17. Christophe Bezes, 2009. "E-Commerce Website Evaluation: A Critical Review," Working Papers hal-00611008, HAL.
    18. Shuai Yang & Lei Li & Jiemin Zhang, 2018. "Understanding Consumers’ Sustainable Consumption Intention at China’s Double-11 Online Shopping Festival: An Extended Theory of Planned Behavior Model," Sustainability, MDPI, vol. 10(6), pages 1-19, May.
    19. Dan Huang & Zhiyong Li & Jian Mou & Xinyi Liu, 0. "Effects of flow on young Chinese consumers’ purchase intention: a study of e-servicescape in hotel booking context," Information Technology & Tourism, Springer, vol. 0, pages 1-26.
    20. Jian Tang & Ping Zhang & Philip Fei Wu, 2015. "Categorizing consumer behavioral responses and artifact design features: The case of online advertising," Information Systems Frontiers, Springer, vol. 17(3), pages 513-532, June.

    More about this item

    Keywords

    Website Color; Product Display; Customer Response; ANOVA;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gtr:gatrjs:jmmr143. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Prof. Dr. Abd Rahim Mohamad (email available below). General contact details of provider: http://gatrenterprise.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.